What Does Hubbing Mean To Me?
- Things Happen When You Hub -
Singapore, 6 June 2003 - Hot on the heels of the recent "Some wait for the future. Others create it." new brand campaign launched just last month, StarHub has launched a multi-million dollar campaign as a continuation of their hubbing proposition.
This campaign - "Things happen when you hub" - is a new advertising campaign that kicked off on 5 June 2003 and will last till 31 December 2003.
The campaign aims to introduce StarHub's range of integrated entertainment and infocommunication solutions targeted at three key customer segments:
PMEBs - Hubbing means I can stay ahead of the game
StarHub's range of services provides PMEBs with the freedom of communication, so that they can stay ahead of the game.
Youths - Hubbing means I can have my own space
StarHub recognises that youths need their own personal space and treasure their own individuality, and hubbing with StarHub allows them to have their own space.
Families - Hubbing means we can stay together as a family
StarHub provides a suite of solutions that is enriching for the family and helps bond them together. By hubbing with StarHub, they can then stay together as a family.
The campaign kicked off with TV commercials (one version for each of the key customer segments) on Channels 5, 8 and U from 5 June 2003. Press ads in The Straits Times and Lianhe Zaobao will run from 7 June 2003. After the kick-off of press advertisements and TVCs, the campaign will also consist of advertising placements in MRT (banner strip ads), cinemas, and buses.
"As customers deliberate on the question of what hubbing means to them, they can see for themselves that things start to happen when they hub with StarHub. StarHub has the ability to offer a unique suite of services and solutions that our competitors cannot. We know and understand what our customers want and have thus developed targeted solutions to cater to different customer segments," said Ms Tham Loke Kheng, Senior Vice President of Consumer Marketing, Consumer Markets.
This campaign will take on an even more innovative element as it becomes interactive with the following:
A new hubbing url (www.starhub.com/hubvillage)
Customers can share "What does hubbing mean to me?" and the best answer each week stands to win a Sony Ericsson T100.
A roadshow at Suntec City (atrium outside Carrefour) from 23 to 29 June
The roadshow will serve to let customers experience for themselves what hubbing means to them. There will be a wide array of activities themed around sports, learning and entertainment to cater to different profiles of PMEBs, youths, and families.
Background to hubbing
The hubbing campaign was initially developed to promote the concept of hubbing which has now become a reality following StarHub's merger with the former Singapore Cable Vision in July 2002. As a merged entity, customers can now enjoy the convenience of a one-stop shop service provider offering a full suite of services that includes cable TV, Internet access (both broadband and dial-up), mobile and IDD service and residential fixed line phone services. In short, it is all about hubbing from one source, StarHub.
Hubbing is about creating a new "language" to represent the new convergent services we are offering. Almost everyone, everywhere is talking about hubbing now and people are still looking forward to what they can expect from StarHub, and how they can start hubbing with us. It is also a play on the name StarHub which makes the association that much stronger.
Past hubbing campaigns
Singaporeans had the first glimpse of StarHub's hubbing campaign on 28 July 2002, with a series of teaser ads in the major local dailies. These piqued people's curiosity and built a keen sense of anticipation.
This sensory feast continued with 24 versions of 5-second teaser English TV commercials launched on 29 July 2002. These featured a myriad cast that included a Chinese ventriloquist, Papua New Guinean Mudman, Karaoke Elvis and a Bollywood Duo, amongst many others. The purpose was to show how hubbing was really catching on and to educate consumers on the new language - HUB.
On 31 July 2002, when we announced the formation of the new StarHub, Singapore’s first one-stop information, communications and entertainment company, a double-page spread launch advertisement and a full page advertisement featuring the first S$88 hubbing offer from the new StarHub were published in the major dailies.
A 20-second Mandarin TV commercial was also launched, covering Channel 8, Channel U and StarHub CableTV channels.
On 4 September 2002, StarHub moved further along the road in helping people understand what hubbing is all about and how simple it can be.
These advertisements all demonstrated why StarHub customers were already one step ahead. To better envelope all target audiences, StarHub further commissioned six humorous TV commercials about an individual who could possibly be the only one in Singapore totally clueless about hubbing. These commercials reminded people that hubbing is here, and ended off by asking viewers, "Are you hubbing yet?".
From there, all of StarHub’s communication efforts have focussed greatly on the hubbing concept, with its retail ads displaying the array of our services. Campaigns like EPL and MTV Asia Awards 2003 have demonstrated to its customers the power of hubbing. For example, for MTV Asia Awards 2003, customers can hub across all platforms and experience complete enjoyment in every aspect like watching the live telecast of the awards on StarHub CableTV, accessing the website and joining online contests via dial-up and broad-band, and downloading ringtones and icons onto their mobile phones. StarHub customers can thus experience its unique suite of services across multiple platforms and hub with StarHub on all levels.
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