StarHub targets youth with mobile rave

STARHUB    DDB    INTEGRATED CAMPAIGN    SOCIAL MEDIA

• StarHub Mobile launches campaign
• Targeted at Singapore youth
• Leveraging power of social media

Singapore - StarHub Mobile is targeting Singapore youth in its new ‘Mobile Rave' campaign, using a host of media platforms to reach out to the intended audience.

DDB is the creative agency behind the campaign, which kicked off guerilla-style last Wednesday at Zouk Mambo night. There was a debut performance from the ‘Mobile Ravers' on the dance floor while Zouk-related rewards were communicated via placards and giveaways at the end of the dance.

The Mobile Ravers then took to the street over the weekend, performing for the public and handing out information about StarHub Mobile Youth Plans to drive traffic to the freedomrocks.com.sg/ website. To further engage youth, an interactive element is also included on the website where users can send 'Rave Messages' to their friends by using a text messaging application in the form of a dance sequence.
 
Print and outdoor ads will also be rolled out as part of the integrated campaign, while social media networks such as Facebook and Flickr are also being used to detail the Mobile Ravers' activities.

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