DRIVING 30% HIGHER APP ENGAGEMENT WITH ALWAYS-ON LIFESTYLE REWARDS

Strengthening Singtel Red’s Member value through simple, everyday dining experiences

Our Sectors

Telecoms

Client

Singtel

Solutions

Loyalty Programs, Reward Networks

Location

Singapore

Promotional materials for Singtel Red featuring 1-for-1 food and beverage deals available year-round.

Overview

Singtel is Singapore’s largest mobile network operator, serving 4.5 million mobile subscribers locally and, through subsidiaries, a combined mobile subscriber base of 800 million customers (as of 31 March 2025). Founded as Singapore Telecom until 1992, Singtel provides a full suite of services including mobile networks, broadband, fixed-line telephony, IPTV (Singtel TV), and digital solutions.

To strengthen its premium Red membership program, Singtel partnered with TLC Worldwide to launch its first telco-led rewards initiative – the Singtel Red Always-On Campaign. The program aimed to enhance everyday value for Red Members by offering up to five times more rewards than regular Singtel users, centred around monthly 1-for-1 food and beverage offers.

Powered by TLC’s extensive rewards network and local partner expertise, the campaign delivered sustained engagement rather than short-term spikes, driving a 30% uplift in user activity within the Singtel app and reinforcing Singtel’s positioning as a lifestyle enabler, not just a telecommunications provider.

The Challenge

Singtel wanted to increase the perceived value of its Red membership programme, which customers pay an annual fee to access. While many telco loyalty programs focus on data, entertainment, or device-related perks, Singtel sought to introduce everyday lifestyle rewards that customers could enjoy on a regular basis.

The challenge was to create a program that delivered consistently high perceived value, encouraged repeated engagement, and remained simple to access and redeem. At the same time, the solution needed to clearly differentiate Singtel Red from standard telco benefits and justify its premium positioning through rewards that felt relevant to daily life.

Why TLC

Singtel selected TLC Worldwide for its proven expertise in designing and managing large-scale loyalty programs – particularly in telco – and its ability to deliver ongoing engagement models. TLC’s global rewards network, combined with strong local food and beverage partnerships in Singapore, enabled the creation of a compelling and scalable rewards proposition.

Equally important was TLC’s operational capability. The team demonstrated the ability to refresh incentives on a monthly basis, manage partner relationships end-to-end, and deliver a seamless redemption experience fully integrated into the Singtel app. This combination of strategic thinking, local execution, and operational excellence made TLC the ideal partner for Singtel’s first rewards-led loyalty initiative.

The TLC Approach

TLC worked closely with Singtel to design and execute an always-on rewards program that prioritised simplicity, relevance, and frequency. Each month, Red Members gained access to a curated selection of 1-for-1 food and beverage deals, refreshed on the first day of the month to encourage habitual engagement.

The rewards catalogue was tailored specifically to Singaporean preferences, featuring popular and well-loved dining brands. TLC also leveraged key calendar moments, such as Valentine’s Day and International Women’s Day, to create timely spikes in interest while maintaining a consistent baseline of value throughout the year.

Redemption was intentionally frictionless, with members accessing offers directly via the Rewards tab in the Singtel app and simply presenting a code at the point of sale. Behind the scenes, TLC’s APAC team continuously engaged and onboarded partners to ensure the program remained fresh, exclusive, and aligned with customer demand.

A young woman smiles while holding a food item, and another person is engaged in conversation with her. The graphic promotes a dining deal from Singtel Red.

The Results

The Singtel Red Always-On Campaign delivered strong, measurable outcomes, demonstrating the effectiveness of everyday lifestyle rewards in driving sustained engagement. App activity among Red Members increased significantly as customers returned month after month to browse and redeem offers.

The program reinforced the value of Singtel Red membership, supported consistent usage of the Singtel app, and generated positive feedback from both customers and merchant partners. By embedding rewards into daily routines, Singtel successfully transformed loyalty via an ongoing experience mechanism, rather than an occasional promotion.

Singtel’s success with the Red Always-On Campaign shows how everyday, experience-led rewards can unlock deeper and more sustained engagement within telco loyalty programs. By focusing on relevance, frequency, and simplicity, TLC helped Singtel deliver tangible value that customers could enjoy all year round.

30%

uplift

in user activity within the Singtel app

more offers

available to Red Members compared to regular Singtel users

Hear directly from the client

“We had the pleasure of partnering with TLC for a year-long campaign, and thanks to their strong relationships and food & beverage partner network, the initiative contributed to a 30% growth in our monthly active users within the programme. The professionalism and responsiveness of the team made the collaboration highly productive. We couldn’t be happier with the overall results and look forward to working with TLC again on future initiatives.”

Singtel

Brand Manager