The Brief

StarHub SafeSurf wanted to engage parents and increase subscription of its adult content control service. The challenge: SafeSurf is not very different from the multitude of Internet content control services in the marketplace. Research shows that the phase when boys start to experiment with porn coincides with the phase when they start to learn about sex. We saw that as an opportunity for our client to differentiate itself from the other Internet content control services in the market.

Creative Execution

There's no better, more precise time to engage and educate sons about sex than when they attempt to log on to their first porn site. With that, SafeSurf not only turned non-informative block pages into personalised sex education pages for fathers, it also turned the Internet content control industry on its head with a game-changing innovation. The ability to personalise the blockpages helped fathers teach their sons about sex without them having to actually talk about it. That is a service that is of real value to Asian fathers who find it extremely hard to broach the topic of sex with their sons.

Describe the creative solution to the brief/objective.

We turned SafeSurf from a service that merely censors adult content into a service that offers fathers an opportunity to teach their sons about sex, without them having to talk about it. Since in Asia, most fathers find it awkward to talk about the birds and the bees. We helped fathers customise their own blockpages with videos designed to entertain and educate children. All customised pages are tied to unique IP addresses. So when a boy attempts to visit a porn site, he will see a personalised page. But what he WILL NOT know is his dad personalised it. All the videos were fun and unserious, making the talks easy, informal and causal.

Results

Subscription increased by 29% (Source: StarHub Marketing) Traffic to the SafeSurf website increased by 27% (Source: StarHub Marketing)