Introduction to a New Travel Experience
Landing in a brand new country often comes with a well-recognized checklist: Clear immigration, grab your bags, buy an area SIM, and determine where to go next. But Singtel is flipping the script on traditional prepaid packs. The brand has unveiled its latest innovation, a 5G+ tourist SIM that unlocks an augmented reality (AR) travel experience that turns sightseeing in Singapore into an interactive, gamified adventure. The latest feature will launch in July.
How it Works
Once activated, the SIM also grants access to an “AR passport”, a digital travel companion that guides users through ten must-visit spots reminiscent of the Merlion Park, Sentosa and Mandai Zoo, using AR maps, trivia, games, and even rewards. This isn’t nearly staying online — it’s about using connectivity to create smarter, richer experiences.
The Concept Behind the Innovation
Speaking to MARKETING-INTERACTIVE, Shilpa Aggarwal, vp of mobile customer solutions at Singtel Singapore, said the concept stemmed from a transparent insight that travellers today want experiences that feel personal, playful and purposeful. “While tourist SIMs traditionally offer data and call packages, we desired to elevate the offering by mixing immersive content with next-gen 5G+ technology which connects them to more information and touchpoints for engagement during their trip,” she said.
The AR Passport Experience
Once users activate their SIM or eSIM, they’ll launch the AR passport by scanning a QR code without an app download. From there, the map leads them to major attractions, each dropped at life with AR overlays, fun facts, selfie filters and location-based mini-games. The interface is designed to be intuitive and accessible, with step-by-step guides and multiple language options.
Cultural Depth and Storytelling
The storytelling also doesn’t stop at tech. To ensure cultural depth, Singtel worked closely with local creators and partners to shape the content at each site. “Every location within the AR Passport features a story concerning the iconic landmarks in addition to interesting trivia and bite-sized games. We desired to create a light-hearted yet meaningful experience for each local and international audiences," said Aggarwal.
Rewards and Incentives
And then there are the rewards — yes, real ones. As tourists check in at various locations and complete activities, they’ll earn every thing from merchant discounts and partner vouchers to limited-edition collectibles, reminiscent of Singtel’s SG60 Merlion plushies. The experience also plugs into the telco’s hi!Rewards ecosystem, unlocking more perks through top-ups and app engagement.
Future Plans and Expansion
While the launch phase features ten curated sites based on accessibility and recognition with tourists, the AR experience was built with expansion in mind. Singtel has plans for seasonal content, festive overlays, and even partner-led or crowd-sourced locations in future updates. And it’s not stopping with tourists. “While this campaign is concentrated on inbound tourists, there’s potential for applications for locals, from national campaigns to community engagement,” Aggarwal said.
Conclusion
By transforming a basic utility into an immersive gateway, Singtel is difficult the notion that telcos are only pipes. This isn’t about selling connectivity — it’s about curating experiences. With the AR Passport, Singtel isn’t just helping tourists get online; it’s helping them plug into the soul of a city from the second they land. The platform is designed to evolve, giving tourists a reason to return, explore further, and recommend the experience to others.
