Results and Effectiveness

The three week long campaign managed to build the biggest ever Facebook fan group in Singapore. The page has over 25,000 fans and 500,000 pageviews to date. The average response rate was at 400 comments for every post uploaded, including one that prompted 1,579 responses in less than 15minutes.

Creative Execution

The ‘Great Singapore Online Treasure Hunt’ was created around the favorite playground of our audience which is social media. Capitalizing on the Facebook mania, we launched a online hunt which has never been done before. Using a Facebook fan page, a treasure hunt using Facebook to drive clues was created to deliver the experience and need for a faster broadband service. People had to sign up as a fan of the page to participate in the treasure hunt or to interact with the FB community. Fans of the page were tasked with a new challenge everyday that combined fun, intrigue and wit. While the campaign was driven through Facebook, it didn’t limit the fans to using other digital avenues such as Google search, Flickr, etc to solve the tasks. The Fastest Online ‘treasure hunters’ were rewarded with a range of latest gadgets to a grand prize of $10,000 in cash.

Insights, Strategy and the Idea

The broadband (BB) market is highly competitive and is set for greater competition when the new Next Generation Nationwide Broadband Network is rolled out late 2010. StarHub needed to protect & grow its BB user base and to assure current & potential BB users that the speed and quality of its BB product was second to none. Netizens who had the highest use of BB services and are key influencers on the selection of a BB service provider have to be convinced that the BB service is fast enough for them. This group of consumers can also potentially be the brand’s most vocal advocates if they are engaged appropriately. The critical mission of the campaign was to infiltrate their playground and start a long lasting relationship with them.