Debut of StarHub’s New Advertising Campaign


Singapore, 26 January 2000 -- StarHub, Singapore’s new info-communications company, announced today that it intends to pre-register 100,000 people for its IDD 008 service and mobile phone trial before its launch on 1 April 2000. StarHub’s invitation to pre-register for its IDD services and participate in its mobile trial will go out on air starting at 7pm this evening via its first advertising campaign to be televised over TCS Channel 5 and 8.


StarHub is starting this pre-registration campaign for its IDD services ahead of its launch so that come 1 April, SingTel fixed line users who want to use StarHub’s 008 access code, will be able to dial 008 and place an international call directly without being routed to a StarHub operator. This registration basically enables them to open an international call account with StarHub. There is no registration cost and no obligation to registrants until they decide to use the service.


Mr Peter Kaliaropoulos, StarHub’s Senior Vice President of Commercial Operations, said, "There has been a lot of interest in StarHub. We get an average of 2,000 calls daily enquiring about our mobile trial and our other services. We are pleased to now formally invite people to register for our IDD services, as well as take part in our mobile trial. Our objective is to pre-register 100,000 people by end February. Of these, 15,000 will be randomly selected to participate in our free mobile phone trial which we hope to start by March."


He added, "StarHub firmly believes in the benefits of competition. Operating in Singapore’s most dynamic industry, StarHub has remained focused and committed to bringing better value and benefits to all customers as was demonstrated in our launch of the free internet surfing plan last month. Our advertising campaign is clearly built on our premise that competition is good for the market and that everyone benefits from it. That is why we call our campaign, A CHANGE FOR THE BETTER. It is a very upbeat campaign with a strong call to action. I believe that it will help us achieve our objectives of signing up the numbers that we want, while at the same time positioning us as a company that is intent to be the first to bring the benefits of change."


Mr Ian Batey, Chairman of Batey Ads, the agency behind the advertising campaign, said, "StarHub has a very inspiring and refreshing brand appeal. These commercials have been designed to capture the optimism of change and competition by using familiar experiences that people can easily relate to, while delivering a strong call to action."


StarHub will spend about S$6 million over a seven-week period for its integrated marketing campaign that covers television, print and outdoor.


The TV advertising campaign leads with a 40-second commercial titled ‘Extraordinary Life’, which focuses on the themes of breaking barriers, initiating change and empowerment. This is followed by two 30-second commercials, ‘Buskers’ and ‘Balloons’ which dramatize the notion that competition promotes innovation and leads to greater value. These commercials will break on prime time TV slots on TCS Channels 5 and 8.