Results and Effectiveness

As a result of the campaign: • 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. • We 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

To showcase StarHub as a cross platform provider, our team designed ‘Love Trail’, a scavenger hunt that utilised all Hubbing services. The goal of the game was to unite StarHub’s mascot with his ladylove. Our smart phone application, ‘Hub It!’ was used to play the game; and opened up additional content & free downloads. Participants had to use the full range of Hubbing services to solve clues (released on FB and Hub It!). Our strategy leveraged the TA’s desire to integrate technology into their lives with their desire to be entertained and engaged. The game was introduced in various formats, and through an interactive TVC – the first of its kind in Singapore – that allowed consumers to become part of the story. Players had to utilise various Hubbing services in order to solve clues hidden in the TVC. The whole experience came together on Facebook, allowing for maximum interaction and sharing.

Insights, Strategy and the Idea

Although StarHub was the first to offer Hubbing (integrated and converged services), its key competitors SingTel and M1 were right behind them, offering similar services and threatening StarHub’s position. Our objective was to redefine what Hubbing meant to the TA (ages 15 to 49, and particularly ages 15-24). We sought to cement the TA’s relationship to the brand by creating an emotional experience around Hubbing. Among other goals, we wanted to achieve a 2% increase in Triple-Service Subscription households; create 30,000 consumer interactions, increase the Facebook fan base by 50%, and achieve an ROI of 100%. Our strategy was to create a dynamic brand experience that would transform Hubbing from a function to an emotional desire. Our key message was: Life. Hub it! By designing a game that used all Hubbing services, consumers could fully experience the product, while being wholly engaged on an emotional level.