17 August 2011

- StarHub redefines hubbing
- Harnesses breakthrough interactive TV technologies and social media to engage consumers

Singapore, 17 August 2011
- StarHub is poised to cement its position as Singapore’s most innovative info-communications company, with the launch of Singapore’s first interactive commercial! Dubbed Love Tail, StarHub’s latest commercial, will deploy both innovation and technologies to engage consumers like never before, and demonstrate how hubbing can excite, engage and empower!

Hubbing Redefined
StarHub started the concept of hubbing in 2002, and the term represented the convergence of mobile, pay TV and online platforms. Hubbing has evolved over the years and in 2006, StarHub defined the Hub as a type of person – an individual who receives, consumes and shares all the things he or she loves.

“Now it’s time to redefine hubbing!” announced Neil Montefiore, CEO of StarHub.  “Today Hubbing represents seamless enjoyment. Consumers can utilise as many modes of communications as they like to give or receive information. How then does StarHub come in? We are the social catalyst to that seamless life, and the enabler that provides products and services to make life much more exciting.”

Love Tail – Singapore’s first interactive commercial
Love Tail
, premiering on StarHub TV and YouTube on 26 August 2011, is a key part of StarHub’s new Life. HUB IT! brand campaign. Life. HUB IT! is set  to capture the feeling of consumers, and how StarHub makes all the things they love more exciting and engaging. Starring Sparky – Singapore’s most famous and much-loved Jack Russell – Love Tail promises an entertainment experience like no other.

Using StarHub’s newly launched free Hub It! app for iPhones and Androids, viewers will be able to  – for the first time ever – explore the world within a commercial by interacting with the characters and the scenes on TV with their mobiles, an experience that is much like role playing computer games. This interactive adventure blurs the lines between viewers’ mobiles, TVs and computers, bringing the StarHub promise of seamless excitement to life.

Viewers just need to start up the Fetch-A-Reward camera and align it with the commercial on TV or YouTube to kick-start the interactive experience. From 26 August to 10 September, clues and hints will be revealed on the Hub It! app and StarHub’s Facebook page. These tips will help the public locate hidden scenes, tasks, videos, games and more within the Love Tail commercial that may possibly lead them to other StarHub platforms. Each clue will enable the public to unlock a map that will eventually lead them to Sparky’s dream girl.

Not only is the experience rewarding, StarHub has also put together an impressive prize pool that includes $10,000 cash, a MacBook Air, an iPad 2, a BlackBerry PlayBook, a Samsung 3D TV and a Bose Sound System for viewers who interact with its new commercial.

“We are very excited to roll out Love Tail and harness cutting-edge interactive TV technology to take traditional storytelling to a whole new level,” Neil enthused. “Technology has become such an integral part of our lives. Today, it can help Sparky find his true love. Who knows what it can help you find tomorrow! The possibilities are simply endless.”

Instant Rewards at 600 bus stop shelters island-wide
In addition to Love Tail and its prizes, StarHub will also offer attractive rewards to the public. From 18 August, a total of 600 bus stop shelters across Singapore will hide instant gifts including Golden Village movie vouchers, StarHub Music Store goodies, StarHub Game Store credits, limited edition premiums and more. All of which can be decoded with the Hub It! mobile app or other QR code readers.

For more information on StarHub, visit www.starhub.com.