giga! gave Singapore free data every time it rained — 'cloudy with a chance of data'

Chase away rainy-day blues in monsoon season while keeping the brand's 'Feeling Good Everyday' promise; sites included One Raffles Place, Raffles City, 313 Somerset, Bugis Street and bus stops islandwide.

Whenever rain fell anywhere in Singapore, giga! customers could redeem free data — and the OOH ads themselves switched between sunny and rainy versions.

Programmatic OOH with weather-triggered 'sunny' and 'rainy' versions, dOOH posters at islandwide bus stops, and social assets with the 2D cat mascot forecasting 'cloudy with a chance of data'; customers redeemed free data in the giga! app whenever it rained over any part of Singapore, until 31 December 2023.

The brand said a total of 23 million GB had been given out; no campaign-specific results were reported. Grey creative director Peter Callaghan called it 'turning something negative into something positive'.

In December 2023 giga!, StarHub's Singapore digital mobile brand, began giving customers free data whenever it rained anywhere in the country. Created with Grey Singapore — appointed that June to handle creative for giga! across all channels on a year-long partnership — the 'rainy day' campaign turned the monsoon season into a redemption trigger: as long as it rained over any part of Singapore, customers could claim free data in the giga! app, with the offer running until 31 December 2023.

The media matched the mechanic. Programmatic out-of-home placements at One Raffles Place, Raffles City, 313 Somerset and Bugis Street — plus digital OOH posters at bus stops islandwide — switched between a 'sunny version' and a 'rainy version' according to the weather. Social assets starred the brand's 2D cat mascot delivering the forecast: 'cloudy with a chance of data.'

The campaign extended giga!'s four-year-anniversary 'Feeling Good' platform, which had let customers give new mobile lines to family and friends for SG$1. Aletheia Y.P. Green, VP of new business and digital brand at StarHub, framed it as innovation in service of the 'Feeling Good Everyday' promise; the brand said a total of 23 million gigabytes had been given out, with no campaign-specific figures broken out.

Rain is Singapore's most universal live event — everyone sees the same monsoon at once, so the reward feels collective.

Free data is the one gift the brand can give that costs attention rather than goodwill, tying generosity to the product itself.

Weather-reactive OOH made the medium demonstrate the mechanic: the same boards that flip with the sky explain the offer.

The campaign recast the monsoon's daily annoyance as the moment the brand shows up, per Grey's own framing.

Tie a giveaway to a shared real-time event — the weather — so every customer experiences the brand's generosity on the same day.

The campaign ran until 31 December 2023 with a reported cumulative 23 million GB given out; Marketing-Interactive reported no per-campaign results and no extension decision.