Results and Effectiveness

• Triple-Service Household Subscriptions increased by 5% to 206,000. The increase of 9,800 households represents SGD $10.1m in incremental revenue per month. • Achieved over 46,204 Hub It! Downloads, exceeding target by 15%. • 94% used the app, 40% used it actively (average player engagement on mobile was 6 minutes). • Facebook fan base more than doubled (+105%) to 60,465. • FB Interactivity up by 315%; number of comments posted increased by 413%. • Nearly 11,000 absolute unique visitors to FB fan page. • Brand scores improved by +11%. • ROI of 156%.

Creative Execution

Our strategy was to create a dynamic brand experience that would transform Hubbing from a function to an emotional desire amongst consumers. Our key message was: Life. Hub it! To showcase StarHub as a cross platform provider, our team designed ‘Love Trail’, a scavenger hunt that utilised all services offered through Hubbing. Our smart phone application, ‘Hub It!’ was used to play the game; and opened up additional content & free downloads. Singapore’s first interactive TVC allowed consumers to interact with the characters using their smartphones. The TVC contained 17 hidden clues, related to tasks for ‘Love Trail’. A series of clues were released daily on Facebook and through Hub It! Participants had to use the full range of Hubbing services via their phones to solve the clues. Players united and shared on the FB fan page. Participants were rewarded through redemption gifts (via QR codes on bus shelters); the grand prize was SGD $10,000.

Insights, Strategy and the Idea

Amongst the 3 telecommunications providers in Singapore, StarHub was the pioneer in Hubbing - the ability to deliver unique, integrated and converged services to its customers. However, SingTel and M1 were tight on StarHub’s heels, offering Hubbing services of their own, threatening StarHub’s lead, and leaving little differentiation for consumers between the 3 major players. Our objective was to redefine what Hubbing meant to the TA (age 15-49, with particular focus on youth, age 15-24). We wanted the TA to connect with Hubbing services on a more emotional level, thus cementing their relationship to the StarHub brand. Concrete goals included: • Create >30,000 consumer interactions, including app downloads, Twitter and Youtube • Increase the Facebook fan base by 50% • Achieve a 2% increase in Triple-Service Subscription households • Achieve a minimum ROI of 100% • Improve the brand score for Hubbing by 5%