Some wait for the future. Others create it.
"You could be so many people...What have you done today...to make you feel...What have you done today to make you feel proud?"
Proud - song by Heather Small
Singapore, 2 May 2003 - The future is bigger and brighter with StarHub.
We combine the latest information, communication and entertainment services with the most exclusive and exciting content.
And there is nothing that you cannot create and achieve.
This simple yet powerful message forms the crux of a new, six-month long branding campaign that will kick off on 4 May 2003.
Television viewers and radio listeners will be able to hear excerpts of the song, Proud, an introspective and unplugged rendition of the original song by Heather Small. (You may also recall the original version by Heather Small that was played during the Sydney Olympics 2000.)
TV commercials will run on StarHub CableTV, Channel 5, Channel 8, as well as Channel NewsAsia, while Press advertisements will be placed in The Sunday Times, Lianhe Zaobao and TODAY.
"There is a lot more to StarHub than you have ever imagined. Our message is simple -- only StarHub can combine the latest information and communication services with the most exclusive and exciting content that our customers need to stay up-to-date, in touch and informed," said Ms Tham Loke Kheng, Senior Vice President of Consumer Marketing, Consumer Markets.
Media Plan
Listeners of Class 95FM and Yes 93.3FM (morning- and evening-drive-times) have also recently been sharing their proud moments on air. With StarHub's latest teaser campaign that started from 30 April 2003 until 6 May 2003, listeners have been calling in to talk about their proudest achievements in life. The 10 most inspirational entries will each stand to win S$100 cash. Their moments of pride, tagged on with excerpts of the Proud song in 30 seconds, will be shared with the nation over the next 10 days (8 May 2003 to 21 May 2003) on Class 95FM, Yes 93.3FM, as well as NewsRadio 93.8.
After the kick-off of press advertisements and TVCs on 4 May 2003, the Brand campaign will also consist of advertising placements in the following media:
- Radio (where listeners can tune in to the 10 winning entries from the teaser campaign detailed above, and hear excerpts from the song, Proud),
- MRT (banner strip ads),
- The Edge Singapore, and
- Ambient media: Multi-dimensional outdoor banner and plasma screen at the Caltex House in Raffles Place.
Customers with compatible mobile phones who just cannot get enough of the Proud song can enjoy free ringtone downloads from www.starhub.com from 9 May 2003, over the next three months.
So, what have you done today to make you feel proud? Some wait for the future. Others create it.
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