| Title | MUSIC MOODBOX |
| Brand | STARHUB |
| Product / Service | ONLINE MUSIC STORE |
| Category | A06. Best Use of Digital Media in a Promotional Campaign |
| Entrant | DDB GROUP SINGAPORE, SINGAPORE |
| Entrant Company: | DDB GROUP SINGAPORE, SINGAPORE |
| Sales Promotion/Advertising Agency: | DDB GROUP SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| NEIL JOHNSON | DDB SINGAPORE | CHIEF CREATIVE OFFICER |
| JOJI JACOB | DDB SINGAPORE | EXECUTIVE CREATIVE DIRECTOR |
| THOMAS YANG | DDB SINGAPORE | CREATIVE DIRECTOR |
| KHALID OSMAN | DDB SINGAPORE | ASSOCIATE CREATIVE DIRECTOR/ART DIRECTOR |
| JEFF CHEONG | TRIBAL DDB | HEAD OF TRIBAL DDB |
| ALFRED LIM | TRIBAL DDB | CREATIVE GROUP HEAD |
| LESTER LEE | DDB SINGAPORE | SENIOR COPYWRITER |
| MARK LIM | DDB SINGAPORE | COPYWRITER |
| EUGENE BOEY | TRIBAL DDB | ART DIRECTOR |
| WEE LEE YEO | TRIBAL DDB | HEAD OF TECHNOLOGY |
| CIARAN LYONS | TRIBAL DDB | ASSOCIATE DIRECTOR OF TECHNOLOGY |
| ROSSLYN CHAY | TRIBAL DDB | SENIOR TECHNOLOGIST |
| FRANCIS CHONG | TRIBAL DDB | SENIOR PROJECT MANAGER |
| ROWENA BHAGCHANDANI | DDB SINGAPORE | CHIEF CLIENT OFFICER |
| BRENDA BEY | DDB SINGAPORE | ACCOUNT DIRECTOR |
| TAMMY CHEOK | DDB SINGAPORE | SENIOR ACCOUNT EXECUTIVE |
StarHub wanted to increase traffic to its online music store by offering free music downloads. More than this, the promotion sought to enhance its online presence as a music portal. This was not to be an easy task, considering the many other music portals already available online. Free music downloads alone were not enough to create buzz for our music portal. We needed engage customers through this promotion in an innovative and unexpected way.
The concept was based on two insights 1 - People choose music depending on how they feel 2 - People commonly share how they feel through Facebook status updates. The idea: Free music that matches people’s moods. We created a Facebook app that could detect how people are feeling based on their status updates, then send a free track to match that mood. Users could then click through to our music portal to discover more music. These responses also appeared on users’ news feeds. So friends could also download the app and free song, creating even more buzz.
Users were charmed and tickled by how intuitive the app was in giving them free music tracks. And StarHub’s online music store quickly came to be seen as the one music portal that not only offers music, but understands what people want to listen to. And the figures speak for themselves - Over 80,000 MoodBox responses sent - Average of 15,000 monthly active users - Traffic to the StarHub Music Store increased by 53%
There’s no denying the link between music and moods. People will always look for and play music based on how they feel. The Music MoodBox does this for users automatically. And Facebook has always been the No. 1 site for social sharing. In Singapore, users share how they feel via status updates an average of 15 times a week. In this way, the Music MoodBox offered a more meaningful, memorable spin to our promotion – one that positions StarHub as the brand that not only offers free music, but understands exactly which song people would feel like listening to.