The telco is known to have been looking at cross-platform content for a number of years - having become one of the first triple-play operators in the region after the merger with Singapore Cable Vision (SCV) in 2002.
A number of cross-platform projects were considered, looking to tap into StarHub’s pay-TV, internet and mobile phone capabilities. One such project, an interactive drama under the working title ‘Liquid Soap’, was under development for a while, but was ultimately shelved.
The telco premiered ‘Love Tail’ on 26 Aug, the first interactive commercial in the country, on StarHub TV, YouTube and cinema as part of its new ‘Life. HUB IT!’ brand campaign.
The interactive commercial centres on Sparky, a Jack Russell, falling in love at first sight with a poodle.
However, before Sparky can introduce himself, the poodle disappears. StarHub is offering help by putting up a SG$10,000 (US$8,330) reward and other prizes if viewers help 'find' the poodle.
Using the free Hub It! App for iPhones and Android, viewers need to start up the Fetch-A-Reward camera and align it with the commercial on TV or Youtube to kick-start the interactive experience.
Clues and hints will be revealed on the Hub It! App and StarHub’s Facebook page, from 26 August to 10 September.
These will help the participants to locate hidden scenes, tasks, videos and games within the Love Tail commercial. Each clue will enable the participants to unlock a map that will eventually lead them to Sparky’s dream poodle.
In conjunction with the interactive commercial, StarHub will also be giving rewards, from 18 August, via the bus stop shelters in the country that can be decoded with the Hub It! Mobile app or other QR code readers.
“This interactive commercial is to differentiate ourselves from the competitors,” Ng Long Shyang, head of sales and marketing of StarHub, said. “The past is about convergence, but now is about empowering and engaging. We are raising the bar and taking the concept of hubbing to the next level.”
The interactive commercial is a collaborative work between the in-house team and its agencies, DDB Singapore and Tribal DDB.
Although the official line is that there are no plans yet to offer interactive solutions to StarHub’s advertising clients, this ‘Life. HUB IT!’ marketing campaign is seen as a showcase for the operator’s interactive capabilities.
It redefines the term ‘hubbing’ as "seamless enjoyment", and says consumers can utilise as many modes of communications as they like to give or receive information.
Neil Montefiore, CEO of StarHub, said the ‘Life. HUB IT!’ tagline will be used for years, while it will be taking the lead to new era of advertising – interactive advertising.
The campaign aims to have 30,000 to 40,000 participants for the ‘Love Tail’ interactive commercial, which is for users of all networks.
Credits:
Project Hub It!
Client StarHub
Creative agency DDB Group Singapore
Chief creative officer Neil Johnson
ECD Joji Jacob
CD Thomas Yang, Andrew Hook
Associate creative director/art director Khalid Osman
Senior art director Walter Teoh
Art director Elmy Thong, Yangwei Wu, Suhaimi Saadan, Sid Lim
Senior copywriter Lester Lee
Copywriter Mark Lim, Naresh Kumar
Account servicing Rowena Bhagchandani (chief client officer), Bernard Lee (group account director), Mandy Goh (account director)
Media agency Mindshare
Director Mark & Louis
Production The Sweet Shop
Music rearrangement Warren Maxwell
Audio post The Gunnery
Head of Tribal/ECD Jeff Cheong
Creative group head Alfred Lim
Head of technology Yeo Wee Lee
Junior art director Michelle Tan Hui Hui
Mobile application engineers Andrew Candraditya, Mario Dinata
Web developer Viknesk Kumarr
Senior project manager Leslie Goh
