StarHub: Life. Hub It!

Xu Weiyi

Campaign details

Brand owner: StarHub
Agency: DDB Singapore
Brand: StarHub
Country: Singapore
Channels used: Cinema, Events and experiential, Games and competitions, Internet - display, Internet - general, Internet - microsites, widgets, Magazines - consumer, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social media, Television, Word of mouth and viral
Media budget:500k - 1 million

Executive summary

Internet and mobile services are getting more innovative, so shouldn't their advertising be more innovative, too? We needed to redefine how we marketed to a generation living in possibly the most digitally connected country in the world.

StarHub created Asia's first interactive transmedia campaign with 'Love Tails'. Fronted by a TV ad and smartphone app, it transported viewers to an online world where they could access special content, free downloads, online games and be part of on-street activation. By being more interactive and experiential, the campaign integrated StarHub's repertoire of broadband, cable TV, mobile and mobile broadband services under one total customer experience: 'Life. Hub It!' and transformed our 'target audience' into 'target participants'.