"The triumphs, action and spirit of the World Cup are the perfect pitch to bring out StarHub's brand essence 'You Can'," said David Tang, DDB Singapore president. "This was an all-out, integrated football campaign that the Dutch maestro Johan Cruyff would have been proud of."
The executions — launched in TVC, radio, print, online, and outdoor — focus on StarHub's signature line, 'Where legends are born'. Zenith handled all media duties.
The 60-second spot weaves together a sober voiceover with a montage of historical World Cup footage, ending with the StarHub logo. DDB also covered Singapore's Dhoby Ghaut MRT station with a 34-metre mural of football-themed imagery, fronted by the tagline, 'Legends are not fairy tales, they are real'.
The campaign is also running an interactive competition asking consumers to vote for their favourite football moment — key goals in World Cup history. The grand prize is a jersey signed by Pele. "Even though it's still a few weeks away from the World Cup, 70 per cent of targeted sales figures have been achieved. We're expecting a spectacular finish towards the end of the game," added Tang.
StarHub has telecast rights to all 64 World Cup matches.
