The operator is using the merger and rebranding under the StarHub banner to position itself as the pre-eminent company for convergent services in Singapore.
The TV teaser campaign features unusual characters, including a Chinese ventriloquist, a Papuan mud-man and a karaoke Elvis. In the five-second spots, the characters repeat the word 'hubbing'. Nick Marrett, joint-chief executive officer of Batey, which created the campaign, said StarHub wants the word 'hub' to enter the vernacular. The objective is to have 'hub' used as an alternative for 'convergence' and all forms of electronic communication.
For, example, rather than say 'I will email that over', StarHub hopes the campaign will encourage Singaporeans to start saying 'hub that over'.
"That language can be taken forward, said Marrett. "Over the years to come convergence will become a reality with the introduction of interactive TV and 'hubbing' as a concept will become stronger and stronger."
StarHub's services include narrow and broadband ISP, data-services, IDD long distance, mobile telecommunications and pay-TV.
