StarHub launches into 3G war with 'hubbing'

The telco brand recently rolled out an outdoor blitz complementing TV and print executions that launched in late April. Based on a tagline of 'Hub your world', StarHub is aiming to package its 3G service as part of a larger message -- that the brand's services are critical to con- sumers' mobile lifestyles.

Creative for the campaign was handled by outgoing roster agency Batey/Red Cell, and local shop Timmerman and Tan. StarHub is currently looking for a new creative agency of record -- Leo Burnett, DDB, Saatchi & Saatchi and BBDO are understood to be in the running. StarHub senior vice-president of consumer marketing Tham Loke Kheng said the strategy aims to reflect the various realities that currently affect 3G perceptions in Singapore, not least the importance of StarHub's English Premier League (EPL) content and the need to include 2.5G consumers.

"We believe that the key ingredients in a successful 3G service are applications, content and handsets. We already have in place compelling and exciting content," said Tham. "Another important part in 3G take-up is affordable and attractive handsets with smaller form factor and better battery life. There is a general lack of choice and designs compared to sleeker and cheaper 2.5G phones.

"That is the reason we have consciously included our customers using 2.5G mobile phones for the launch of our suite of mobile data services -- they can also indulge their passions by viewing fun and exciting mobile data using their current 2.5G phones," added Tham. "(Our customers) will not be restricted to just 3G mobile phones. After all, it is not about the technology, it is about the users' experience."

The TVC aims to communicate these aspects, supported by a series of print ads in The Straits Times and the newly-launched outdoor work. The campaign follows highly-visible 3G launches by competitor brands SingTel and M1 in recent months, featuring heavy competition on low-priced video calls and data downloads. StarHub has priced its offering at similar levels, but is keen to tout its expertise, mobile data services, and its presence in the NTT DoCoMo-led i-mode alliance, the world leader in mobile internet sites and applications. "We have consciously included our 3G launch under the larger umbrella message of Hubbing, a term which has garnered significant recognition in the local market," said Tham.

"We believe that by empowering our customers with Hubbing, they will themselves choose the level of mobile experience they are most comfortable with. If going 3G will help our customers 'experience' more, then we believe we have provided them with the best impetus for technological adoption."