Driving Singtel’s Business Growth Through Emotional Storytelling

Singapore Dreamin’ is a heartwarming, multi-format reality series hosted by local comedian and fellow business owner, Irene Ang, who follows several SMB owners’ journeys towards business transformation, as they receive practical support from Singtel’s experts to address their business challenges. Each episode also includes a confidence makeover from Her World’s styling expert.

Singapore Dreamin’ was not confined to a single channel, but instead, made into a national conversation. The series was amplified across the socials of The Straits Times, Hardware Zone and radio brand Kiss92, as well as Out-Of-Home digital screens around key locations in Singapore.

To speak directly to business owners, the series was complemented by a six-part editorial series with HardwareZone that offered actionable tips for SMBs. Our profiles were also featured in human-interest articles on Her World, The Singapore Women’s Weekly and The Peak.

The strategic combination of emotional storytelling and business practicality resonated well with the public and successfully positioned Singtel as an important enabler in the success of SMBs, achieving both business and campaign goals.