The telco is offering 600 SMS and a limited number of calls for free each month in its upgraded Powerchat package. Powerchat's improved plan follows the launch of rival packages by the city's two other telecom players, Singapore Telecommunications and M1, both of whom have started offering a limited number of free SMS and talk time. However, both charge for incoming calls if the user goes over a certain limit.
Yasmeen Hameed, Star-Hub's (mobile) marketing communications manager, said the company relaunched Powerchat after its young customers asked for free SMS and incoming calls in one package.
Previously, StarHub offered free incoming calls, but subscribers only received free SMS if they paid using credit cards. The offer only extended to 100 free SMS a month.
Hameed said StarHub's offer of free day or night incoming calls would create an important "value platform for the brand.
StarHub is supporting Powerchat's relaunch with a television, outdoor, radio and print campaign.
The Batey-created campaign features an animated character, Mr Unstoppable, which is supposed to be a cool icon. Hameed believed the use of animation would appeal rather than alienate Powerchat's audience.
"If we used a real actor and put them up to be the epitome of coolness, then we run the risk of alienating some people, Hameed said.
"We are trying to reach the MTV generation who are used to seeing fast-paced and exciting animation."
StarHub also has a section on its website discussing the making of the Mr Unstoppable campaign.
