Circles.Life launches in Australia with a focus on being likeable

Circles.Life, a Singapore based telco launched its first campaign in Australia named “likeable not hateable”.

The focus of the campaign is to make telcos more likeable.

Executed mostly on digital, followed by out-of-home mediums, the campaign runs alongside a limited-time promotion waiving off bills for four months. This comes after the homegrown telco made its foray in Australia just last week in partnership with one of the largest telco players in the country, Optus.

BMF is the creative agency behind the campaign, while Mindshare and Edelman look after media placement, and PR and influencers respectively. Circles.Life aims to change customer experience to one that is more “likeable”.

The company explained that Australians are unhappy with the quality of customer service currently provided by telcos, citing the latest quarterly report from the Australian Telecommunications Industry Ombudsman and Communications Alliance.

According to the report, telco complaints have consistently remained at a rate of over six complaints per 10,000 services in operation, and customer service made up the most complaints at 40% overall.

Some of the features that are designed to make things more appealing to the customers include features such as bill shock protection, straight-forward pricing and no long-term contract.

Customer queries will also be answered by real people instead of bots.

“We’re stepping up the game by offering a premium customer experience. We are proud to partner with Optus and we aim to set a new benchmark for customer satisfaction in the country,” said Rameez Ansar, Circles.Life’s co-founder.

Australia is Circles.Life’s second market outside Singapore, after Taiwan in late June.

The company credits the rapid expansion in new countries to its technology stack, which eliminated all proprietary hardware and appliances and moved the entire architecture to a software-based cloud environment.

It said: “Circles-X tech stack enables the company to measure its innovation in weeks, resulting in rapid product development that is closer to other technology companies such as Netflix and Uber instead of traditional telcos.” 

Circles.Life has expanded beyond telco to create digital lifestyle products and insurance products in Singapore.