The Challenge
Singapore’s largest telco group, Singtel, wanted to show how its SMB broadband solutions and services benefit small-to-medium sized businesses (SMBs) in a relatable and practical way, while also appealing to a mass audience.
The goal was to move beyond simply selling products and to connect with the very heart of the business community: the entrepreneurs themselves. How could we turn a conversation about broadband into an emotional journey about business growth and success?
And although broadband solutions are an essential part of the business toolkit, the challenge lies in how to make the Singaporean masses pay attention to these concerns.
Our Solution
SPH Content Lab realised that to make people care, we needed to focus on how businesses are actually made — through the dreams of every one of its entrepreneurs, along with the support of their employees.
These SMBs, which make up 99% of all businesses in Singapore, and their dreams form the backbone of our communities. And with a little help, these dreams can come true. This is what Singtel’s Singapore Dreamin’ is all about.
The power of video: The makeover series on HardWareZone SG's (HWZ) YouTube channel is not just entertainment; it is a vehicle for showing solutions in action. The choice of local comedienne Irene Ang — a business owner herself — as a host provided authenticity and relatability.
Each instalment of the makeover video series saw her meeting SMB owners across Singapore to help them with their specific challenges. A team of experts was assembled to provide them with tech, work, and even a confidence upgrade of a lifetime to bring possibilities to life – all enabled by Singtel's SMB solutions.
Strategic amplification: By leveraging our extensive media network, we ensured the story wasn't confined to a single channel; it became a national conversation. We amplified the Singapore Dreamin’ narrative across a powerful mix of platforms, from the authoritative digital channels of The Straits Times to the popular radio brand Kiss 92.
We also created bite-sized, engaging clips for our social channels to drive viral reach, while eye-catching teasers on SPH Media's out-of-home screens captured the attention of residents in key locations across the island, building anticipation and driving traffic to the video series.
Beyond the screen: A series of complementary how-to articles and human interest features that traced the journey of how the featured SMBs turned their dreams into reality on The Straits Times, The Peak, Her World, and Singapore Women’s Weekly broadened the audience, proving that a B2B story can be a compelling human interest feature that resonates across lifestyle, tech, and news platforms.
This content pollination is a key value proposition for advertisers.
The combination of a solid content strategy and great storytelling made Singapore Dreamin’ relevant and appealing to the masses — a resounding success that is truly one for the books.
Your business has a story. Let’s write your story next.
