StarHub goes for real life

StarHub has rolled out a new brand push, 'I am a hub', as key rival SingTel works to strengthen its own multi-platform aspirations.

Created by DDB Singapore, the executions adopt testimonies from 'real-life hubbers', who explore their passions through digital communication. The rollout follows SingTel's announcement last year of plans to launch internet protocol TV (IPTV), a move that would offer the first competition to StarHub's six-year reign as Singapore's sole cable TV operator.

SingTel also unveiled its '3LoGy' platform last year, a bid to highlight the connected nature of its 3G offerings.

After a strong first-half of this year, however, StarHub has consolidated its second place position in Singapore's mobile market. According to its 1H 2006 results, the percentage of customers who subscribe to two or more Starhub services has risen from 45 per cent a year ago to 49 per cent. "We're signposting hubbing as a social movement," said David Tang, president and CEO, DDB Singapore.

"It's not about celebrity advertising — it's about a popular social phenomenon."

Print ads feature designers from local shop Phunk Studios using the internet for creative exploration, while local singer Joi Chua discusses her blog and how she uses her mobile phone to store recipes. The print ads are supported by TVCs helmed by Australian film director Chris Begley, of Renegade Films.