StarHub launches extensive new advertising campaign
Singapore, 14 November 2003 - Anyone who has watched TV over the past month would have noticed one or more of the five TV commercials featuring StarHub's key consumer services – StarHub Mobile, StarHub CableTV and MaxOnline. Raising questions such as "Who can give you a fair deal with better value?" and "Who gets you closer to your favourite stars?", StarHub gets its message - "Only StarHub Can", across loud and clear.
"The 'Only StarHub Can' campaign comes hot on the heels of our 'Things happen when you hub' campaign which kicked off on 5 June 2003," said Ms Tham Loke Kheng, StarHub's Senior Vice President of Consumer Marketing. "While the earlier hubbing-themed campaign promotes the benefits of having a one-stop, one-source provider of multiple services, StarHub's latest campaign focuses on the key strengths of our individual consumer services."
The five commercials under "Only StarHub Can", featuring StarHub's Mobile, CableTV and MaxOnline services, were kicked off on different dates. The TVCs revolving around young couples who raise questions ranging from naming their child to what is fair in life, all end with playful twists. Each commercial, depicting how StarHub is enhancing their customers' lives in unexpected ways, was tailored to highlight StarHub's unique service advantages and features.
The first TVC, "Mobile-Fairness", was aired from 10 October 2003. Reaffirming unique selling points of StarHub's mobile offering such as Per Second Billing, Airtime Rollover and Free IDD 018 to selected countries, the TVC reminded consumers to question the status quo and make sure they are getting their fair value with their mobile plans.
The last commercial to be aired, "Change", also features StarHub Mobile. It depicts how value-added services such as Gee! Info Updates and Network Java Games can add spontaneous fun and value to users' lives. "Change", airing from 10 to 23 November 2003, carries the tagline "Only StarHub Mobile lets you get more out of your mobile phone".
Two spots were also produced for StarHub CableTV. In the first spot "Cable TV-Almanac", a parent "hinders" the wedding date of a young couple because of her obsession with cable TV. Hence, she tells the couple that each suggested date is not an auspicious one so that she does not miss her many favourite programmes on cable. The second spot "Names" features a young couple in a zealous namehunt for their baby-to-be, inspired by the names of stars featured on StarHub's diverse range of cable channels.
The fifth TVC "Easy" was produced for MaxOnline. It features a young man who is secure in the easy MaxOnline broadband experience which offers him benefits such as broadband speeds of up to 3 Mbps, 'Always On' feature, unlimited broadband access and 24-hour technical support.
Viewers who have missed the first burst of these five TVCs will be able to catch them again on free-to-air and cable channels in December 2003. The clean, portrait film-style commercials were brought to life by award-winning local film director Royston Tan, who is known for directing the local movie, "15".
The consistent creative treatment also brings out the StarHub spirit of consistent quality, innovation and value across all our services.
The "Only StarHub Can" campaign also extends to print advertisements (for "Mobile-Fairness" only) in The Straits Times, Lianhe Zaobao, The New Paper and TODAY, and placements in outdoor media such as wholly-painted buses and 12 sheeters in the SMRT and NEL stations. StarHub is also the first advertiser to invest in outdoor exposure on the wall opposite the light boxes along the Dhoby Ghaut travellator, that transports commuters to and fro the SMRT and NEL stations.
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