Background
StarHub bills itself as a telco that advocates people technology and human connections. While spending family time is a traditional value, the means of documenting it is anything but traditional.
Aim
StarHub started Project Family Time––a movement to bring families closer—last November.
ExecutionStarHub launched a campaign, consisting of a TVC (above), as well as radio and print ads, to invite Singaporeans to tell their stories, hopes and dreams. It also launched a microsite that collated the stories and pushed all things family including family-centric products and promos.
This site was supported by an extensive social-media effort.
The telco assembled teams to write, shoot and edit the stories. Without a big production crew, the team created a series of TV spots built on real and heartfelt moments.
The Results
The campaign chalked up more than 800 entries, close to 70,000 YouTube views and more than 4,000 microsite visits in two months. StarHub then helped to make some of the customers' hopes into reality, as in this example:
