Singtel unveils patriotic brand film, rolls out enterprise-level 5G for consumers

Telecommunications company Singtel has launched a new campaign spotlighting 5G+, the next evolution of its 5G network. Anchoring the campaign is a 90-second brand film, released in conjunction with Singapore’s 60th birthday as it enables everyday consumers to tap into enterprise level connectivity.

Titled "Say hello to Singtel 5G+" and supported by agencies Hogarth and OMD APAC, the film follows Singaporeans from all walks of life as they go about their daily routines. A voiceover highlights the power of connectivity, illustrating how everyday individuals can harness the new network to streamline tasks such as making deliveries or conducting research.

The film weaves its message of connection into the SG60 celebrations, highlighting how different communities come together to support one another in times of need. In one instance, a nurse is able to swiftly attend to a man suffering from a cardiac arrest with the help of the 5G+ network's fast connectivity.

Don't miss: CNY preparations made easy with AI in Singtel's new festive film 

"We are a nation built on connections. With Singtel 5G+, we’re establishing an all-new standard in connectivity that puts you first. Now, every experience you know and love is made that much better, faster and greater – to help Singapore unlock unlimited possibilities," the caption read. 

As part of the launch of 5G+, Singtel is rolling out network slicing, an advanced 5G capability previously reserved for enterprise use, to everyday consumers. According to a statement seen by MARKETING-INTERACTIVE, the technology allocates a dedicated “slice” of the network that adapts in real time to user needs, offering enhanced mobile experiences through greater speed, agility and reliability.

Traditionally used by businesses to tackle network congestion and support critical applications, network slicing is now being positioned by Singtel as a value-add for the mass market.

"To become a truly smart nation, it is not enough to equip enterprises with the best-in-class connectivity that furthers their business goals, our fellow citizens must also be armed with the best mobile services that allow them to optimise how they live, work and play. This is why we have decided to elevate our 5G services for consumers so that everyone stands to benefit," said Ng Tian Chong, chief executive officer at Singtel Singapore.

He added, “As Singapore celebrates SG60 this year, we thought it fitting as the national telco to make this technology available to the nation, so that everyone gets the speed, reliability and protection they need to innovate and thrive in the years ahead." 

The 5G+ campaign builds on Singtel’s earlier SG60 initiative, “Project NarrAItive”, launched in February. The AI-powered storytelling campaign featured 14 families whose parents and grandparents narrated the Legend of Pulau Ubin in their native languages, English, Chinese, Malay, Tamil, Teochew, Hokkien and Malayalam.

Using AI-driven voice generation, lip-syncing, and generative art, the narrations were translated into other languages while preserving each participant’s natural tone, style and emotion. Singtel said a combination of AI tools was used to capture voice samples and facial expressions, generate animated movements, overlay voices, and create unique visuals.

Related articles: 
AIA rolls out custom SG60 Monopoly set   
IMDA partners local media to spotlight Singapore's history this SG60    
MCCY unites cultures from the canvas to the kitchen in SG60 campaign