Time faced new threats in the Home Internet category as competitors raced to lower prices because of regulatory changes, resulting in an all-out price war. Time launched Gig Speed Home FTTR (Fibre-To-The-Room), letting users extend invisible microfibre cabling throughout their homes. Time launched the campaign via a film starring Elizabeth Tan installing FTTR covertly in a high-rise residence. An activation campaign with IKEA & IPC Shopping Centre brought Gig Speed Home to life for consumers. Time saw an overall sales increase of 20%, outselling CelcomDigi by 80X.
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