StarHub’s "What’s next?" Brand Campaign Finalist for Best Branding Campaign
Singapore, 1 October 2002 - StarHub, Singapore’s innovative info-communications provider, was a finalist for the Best Branding Campaign category, for its "What's next?" brand campaign at the prestigious World Communication Awards held in London yesterday.
Ms Jeannie Ong, Assistant Vice-President of Corporate Communications, said, "We are thrilled to be one of the finalists for the Best Branding Campaign category. This is a true testament that our branding efforts, with its fresh and vibrant attitude, have struck a chord in the global telecommunications industry. We are always on the lookout to challenge the norm and our branding efforts have always been a challenge to our peers, to continually develop creative and innovative campaigns."
Judges were on the lookout for well-designed and successfully implemented customer care strategies that produced tangible and quantifiable results. The criteria for selection included the rationale behind the choice of media, slogan and target audience, coherent marketing objectives, evidence of raised brand awareness or other outcome and positive impact on market share, valuation or bottom line.
StarHub’s "What’s next?" multi-media brand campaign more than met these criteria. Launched in November 2001, "What’s next?" created an exciting, challenger, "can do, will do" personality for the StarHub brand. It built on the major innovations that StarHub had brought to the Singapore public in the past and created an energy of anticipation about the StarHub brand.
There were two main marketing objectives for the campaign:
- To position StarHub as a more contemporary, innovative and energetic info-communications service provider
- To create a distinctive local personality for Singapore’s newest info-communications company
"What’s next?" consisted of a three-tiered advertising campaign. The first tier had teaser ambient and outdoor media creatives which included the high-traffic Scotts Underpass, which was painted lime green with "What’s next?" written on the ceiling, staircase and walls. This was the first of its kind in Singapore. As an industry first, StarHub also developed a giant outdoor billboard at Faber House (Orchard Road) with regularly changing text messages.
The second tier consisted of a series of humorous television commercials that generated local empathy and support, as well as add value to the perception that StarHub has the power to fulfil customers’ lifestyle needs. The commercials thanked Singaporeans for challenging StarHub to provide more and better innovative products and services.
The final tier of the campaign is an ongoing effort whereby all print, press, TV and design work now incorporate the "What’s next?" theme.
StarHub’s "What’s next?" brand campaign message was to be simple, be surprising, think out of the box and to stay true to one’s objectives. Consumers gave it the thumbs up for its original and refreshing approach as it gave a twist to advertising for the telecommunications industry.
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