Telco Circles.Life: Heartbroken Charlotte, 2

Singapore-grown telco Circles.Life knows how many Australians are in unhappy relationships with their telcos, so they turned these complaints into an advertisement disguised as a breakup letter by a allegedly heartbroken lady called ‘Charlotte’. The telco which launched in Australia in September last year made this bold move to highlight how the Aussie telco experience is likened to a unhappy relationship and their promise of being a better telco experience for all. There has been an overwhelming amount of customer complaints from delayed or no action inresolving phone or internet issues (34.1%); disputed charges or fees (25.5%); and delays connecting or changing service providers (12.8%)*. Yet, despite that, many still stick to their telco providers. From today, customers who want to port-in their number from Telstra and Vodafone may use the code “BUHBYE” to enjoy 100GB for $28 for 12 months, terms and conditions apply. 

Circles.Life first launched an unbranded ad in The Courier Mail, which was disguised as a breakup letter written by Charlotte, to her then-partner, “T”. Readers and netizens were intrigued by the bold move on Charlotte’s part, and she was the topic of the day. 
The next day, Circles.Life launched a “response” to Charlotte’s breakup letter in the same paper, with playful yet purposeful annotations to her original letter. From customer satisfaction scores to same-day delivery, these annotations simply promised a better telco experience with Circles.Life.