| Title | STARHUB MULTI-SCREEN ENTERTAINMENT |
| Brand | STARHUB |
| Product / Service | STARHUB TV, STARHUB MOBILE |
| Category | A06. Integrated Mobile Campaigns |
| Entrant | DDB GROUP SINGAPORE, SINGAPORE |
| Entrant Company: | DDB GROUP SINGAPORE, SINGAPORE |
| Advertising Agency: | DDB GROUP SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Neil Johnson | Ddb Group Singapore | Chief Creative Officer |
| Joji Jacob | Ddb Group Singapore | Group Executive Creative Director |
| Khalid Osman/Alfred Lim | Ddb Group Singapore | Creative Director/Art Director |
| Lester Lee | Ddb Group Singapore | Creative Group Head/Copywriter |
| Andrew Hook/Mahesan M./Mark Lim/Naresh Kumar | Ddb Group Singapore | Copywriter(S) |
| Thomas Yang/Elmy Thong/Michelle Tan/Walter Teoh/Wu Yangwei/Suhaimi Saadan/Sid Li | Ddb Group Singapore | Art Director(S) |
| Yeo Wee Lee | Ddb Group Singapore | Head Of Technology |
| Augustine Low/Henry Chiam/Mario Dinata | Ddb Group Singapore | Technologist(S) |
| Rowena Bhagchandani/Bernard Lee/Mandy Goh/Xindy Wang | Ddb Group Singapore | Account Manager(S) |
| Leslie Goh/Chan Suet Ling | Ddb Group Singapore | Project Management |
| Jackie They | Ddb Group Singapore | Head Of Broadcast |
| Mark/Louis | The Sweet Shop | Director(S) |
| Tony Whyman | The Sweet Shop | Executive Producer |
| Evan Roberts | The Gunnery | Sound Engineer |
| Warren Maxwell | Warren Maxwell | Music Composer |
| Mark Albiston | Black Magic Design | Editor |
| Leon Wood | Digital Sparks | Editor |
StarHub is the number one TV network in Singapore. Problem is most viewers don’t know StarHub provides equally great entertainment on mobile. We needed to give viewers a reason to try our mobile platform. Our solution: a TV story powered by mobile devices. We created a TV commercial about a little dog that met the girl of his dreams. But like all good love stories, we needed a twist. And so our dog lost his dream girl in a crowd before he could even say woof. But our little pooch was not about to give up – not this dog. So we invited viewers to help him. Using TV fingerprinting technology, we made it possible for viewers to connect and sync their mobiles with our interactive commercial. Viewers could interact with any scene in the commercial by simply tapping on it through their mobiles. Once they activated a scene, they could interact with the story – and help our little dog in his quest, much like in a role-playing video game. Like in the scene where the bus drove away with our dog’s girl, viewers could literally run and chase after the bus with their mobiles to help our little dog. When viewers shook their mobiles in a running motion, we unlocked a map that led them closer to the missing girl. In other scenes, viewers could wave at our TV characters to befriend them for clues, push away obstructions to help our little dog and play mini games to complete tasks. Every time, a viewer interacted with a scene on TV and completed a task on mobile, we unlocked a map that led the viewer closer to the missing girl. And as part of a contest promotion, viewers were also rewarded with StarHub entertainment credits. We concluded our dual-screen adventure story by literally bringing the commercial to life. Viewers that unlocked all the maps received a live GPS location on their mobiles. One that led them straight to our little dog’s dream girl in real life – along with a host of attractive prizes. By helping our little dog, over 50,000 viewers discovered and experienced over 80 hours of interactive TV entertainment on StarHub Mobile (a service they do not use prior to the campaign, source: app analytics) Within a week, our multi-screen mobile app broke into the top ten most downloaded apps. (Source: Apple App Store Analytics) Sales for StarHub's multi-platform service increased by 17%. (Source: StarHub Marketing) To download the app, search HUB IT on the iTunes App Store.