Brief Explanation

Singapore is ranked the second most connected country in the world. On average every Singaporean has 1.5 mobile phones, but yet at the same time there are underprivileged people in the country who still aren't connected. As a telco, StarHub's promise is to connect people - all people. So, for its 4G campaign, we turned its 4G service into a 4Good platform and empowered subscribers to connect the disadvantaged. For the first time in telecommunications, subscribers were given the power to donate their unused data, minutes and SMSes to charity – instead of letting them lapse and go to waste every month.

Results and Effectiveness

In just the first month alone, over seven thousand customers responsed to the the campaign and opted in to the movement – pledging over 720,000 minutes, 3 million SMSes and 9 terabytes worth of 4G data in total. This translates into 500 days worth of talktime, 12 months of online video learning* and 344 years of SMSes**. (*Based on streaming online videos at 1080p **Based on Business Insider's median average of 726 SMSes sent per month.)

Creative Execution

We integrated a mix of media channels including TV, Online Video, Print, Radio, Social, In-Store and Mobile to communicate the new 4Good mobile movement. From there, all StarHub customers needed to do was opt-in via a simple mobile SMS.

Insights, Strategy and the Idea

The relevance of the campaign is drawn from the customer insight that unused minutes, data and SMSes are perceived to be going to waste every month. As a society, we are used to donating the things we do not use e.g. clothes, books, toys and furniture. So we asked ourselves what if we could donate what we do not use on our mobile too? The premise of the idea made the selection of the media obvious. It is a mobile-first and mobile-led idea. The other channels exist to support and propagate this new mobile movement.