From Data Plans to Lifestyle Perks: Circles.Life Debuts Live Unhinged Brand Direction

Earlier this month, one of Singapore’s leading telco brands, Circles.Life, officially unveiled its brand new campaign titled “Live Unhinged“. The campaign reflects a strategic evolution for the brand as it seeks to transition from being a traditional connectivity provider to a comprehensive lifestyle enabler designed specifically for the modern generation.

The core “Live Unhinged” concept is inspired by the very real and sometimes irrational ways that everyday Singaporeans try to maximise value in our daily routines. The company recognises a distinct shift in how people in Singapore currently choose to live and work. Staying true to the unique local mindset of getting the absolute most out of every aspect of life, individuals are increasingly pursuing multiple passions outside of their primary careers. This shift includes joining local run clubs, building various side hustles and actively participating in communities that are strictly hobby driven. The campaign essentially celebrates this dynamic generation of consumers who refuse to be limited by a single career path, choosing instead to embrace unconventional ways of living, working and connecting with others.

Instead of merely competing on basic price points or mobile data packages, Circles.Life is heavily focusing on helping consumers find and maximise everyday value through meaningful benefits that go far beyond basic connectivity.

The telco category has traditionally been viewed as highly commoditised, where competing brands mostly fight over standard pricing and data amounts, according to John Huang, the Head of Growth at Circles.Life. He notes that to drive meaningful growth, the company must go beyond standard promotional tactics and fundamentally rethink how they appear in the daily lives of their users. He further emphasised that with their newly integrated AI bundles and cashback programs, the team is constantly innovating to support exactly how their customers live and work everyday.

To support this ambitious vision, the broader Circles.Life ecosystem now features three primary lifestyle offerings available entirely for free to its users:

• Users can access CirclesAI, which provides a comprehensive suite of premium AI tools valued at over S$100.
• The ecosystem includes Circles Zerofy, described as a best in market cashback programme allowing consumers to offset their monthly phone bills simply by shopping directly within the application.
• Subscribers can also utilise the Zerofy Cashback Card, which offers exclusive lifestyle perks such as a one percent cashback on both local and overseas spending, notably with absolutely no financial caps and no foreign exchange fees.

To help integrate the “Live Unhinged” philosophy directly into local culture, Circles.Life has also officially debuted Circo. Circo serves as the brand’s new official mascot designed specifically to embody the bold, innovative and community driven spirit of the company.

Priya Seevaratnam, the Head of Brand and Creative at Circles.Life, shared that consumers today completely expect their mobile network plans to do much more than simply keep them connected to the internet. She explained that through the “Live Unhinged” campaign and the highly anticipated introduction of the Circo mascot, the company is evolving exactly how it connects with its target audience. This is primarily achieved by embedding the brand directly into the specific communities that people truly care about, ultimately building a brand presence that feels highly relevant, deeply human and culturally connected to Singapore.

Over the coming months, Singaporean consumers can fully expect to spot Circo making physical appearances across various gaming events and sporting activities. These exciting physical appearances will include popular local venues like Climb Central and various local run clubs, alongside unique collaborations spanning the sports, gaming and food and beverage sectors across the island.

Both new and existing Circles.Life subscribers can seamlessly access their complimentary CirclesAI and Zerofy features directly through the main Circles.Life mobile application.

Interested customers can easily sign up via the official website.