WEF CASE STUDY - StarHub

Campaign Title: Because you deserve

Agency: DDB Singapore

Client: Starhub

Country: Singapore

Starhub took 10 years to get 38% cable TV penetration despite offering multiple benefits to customers. Finding a different sort of appeal to entice viewers who were satisfied with regular terrestrial TV, seemed to be the solution. Research indicated that cable TV has been dismissed as a self-indulgent luxury to the unconverted.

Most households could afford cable, they just didn't have the hots for it. An insight revealed that the brands protagonists subscribed to family-first values, especially with regard to providing a better life for their mum, wife and kids. The agency decided to focus on ‘family-values', through ‘endearing human-interest stories' each one hitting an emotional soft spot with the message ‘If mum (or child/wife) doesn't deserve Starhub Digital Cable, who does?'

This stirring of emotions and affection, broke the cliché about cable TV resulting in a sales increase of 21,000 new subscriptions and overall brand recall standing at 85%.

 

This is a summary of one of 25 cases that are going to be presented in depth at the World Effie Festival, 28th and 29th February 2008. The full inside story of is available only to WEF delegates. Click here to register: http://www.ias.org.sg/events/WEF_Registration.html