StarHub ups ante with Smart TV offer

Though VOD is no novelty outside Singapore, with commercial services available in several other countries, the notion is virtually unknown in the Lion City. "Our advertising campaign was designed to achieve two ends — to create awareness and hype about Smart TV, and to educate consumers on how Smart TV can revolutionise their TV viewing experience," said Tham Loke Kheng, SVP, marketing and content, StarHub.
"As with all new technologies, it will take time to educate the public on the benefits of Smart TV."
Created by DDB Singapore, the campaign began with a soft launch during the World Cup, with radio spots during which DJs plugged Smart TV's key selling points - freedom and control over TV viewing.
The official launch of Smart TV kicked off this month with media buys across TV, cinema, MRT, online and print media. The TV spot depicts a young husband who is so liberated with Smart TV that he has more time to spend with his suspicious wife, who, in the end, thinks he is having an affair.
Meanwhile, the MRT installations feature cheeky taglines propose that with the service, TV entertainment will wait for you to get home. For example, one execution reads, 'Bill won't kill — not until you're home, anyway'.
The launch of the new service follows StarHub's rollout of IPTV in April.