Starhub: Musical Fitting Rooms
Agency: DDB Group Singapore
Product:Online Music Portal
It doesn't get any harder than this: An online music store to compete against iTunes and a thousand other free music-streaming sites.
StarHub was the third telco in Singapore to enter the online music space on 2 July 2011. As a late entrant, its online music store portal was lagging behind in popularity. While the StarHub Music Store offers DRM-free (digital rights management-free) music in multiple formats of songs, call tones and ringtones, it was lacking in 'street cred' amongst youths. It had plenty of music in-house but very little dancing on the streets.
The challenge was to engage youths to its online music store, by promoting and integrating its music with the fashion lifestyle of youths out there. We needed to find a way to engage, excite and surprise youths out there – as opposed to traditional advertising interruptions.