The company's president of consumer marketing, Tham Loke Kheng, said StarHub had made headway since its merger with Singapore Cable Vision in raising awareness that it offered multi-faceted services, had raised the ante on competition and constantly launched new products at competitive prices.
StarHub scored the highest rating to become the brand that is "becoming more popular with time", compared with its rivals SingTel and M1, according to an October 2002 Brand Equity Study by Research International.
"We have found that people perceive us as a friendly and unassuming, but yet a confident brand," said Tham, adding that StarHub was also seen as an optimistic brand.
"This campaign aims to drive home this point, as well as provide an emphasis on how we can be part of our customers' bright future and how StarHub is a valued partner in helping them create that better future."
The campaign comes at a time when Singapore is battling to revive its Sars-devastated economy.
Created by its agency Batey Singapore, it shows a proud father imagining just how successful his young son will be in the future. Excerpts of the song, Proud, an introspective and unplugged rendition of the original song by Heather Small, drive the theme further."Some wait for the future. Others create it."
"The song provides an aspirational feel to the entire campaign and instills pride on two levels - it inspires individuals to create a better future for themselves and it challenges StarHub to continue innovating and providing our customers with a unique suite of services," Tham said.
The media plan includes television and radio commercials, banner strip ads on the subway system and ambient media in a key business district.
A teaser initiative launched early this month had listeners calling in to Class 95FM and Yes 93.3FM shows to share their moments of pride. The 10 most inspirational entries won S$100.