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StarHub ‘strikes out’ with brand video, unveils changes

StarHub has unveiled a new spot on its social media channels, featuring hate messages from users over the telco’s service and plans. Conceptualised with BLKJ, the spot follows the telco’s move to eliminate the “annoyance” of traditional mobile plans. These include contract-free plans, no hidden fees and making applications data-free for users.

The spot showcases individuals transforming into anime figures, while the rest are dancing and capturing images on their mobile phones. In the video, the telco also featured a painting of the words, “hate”, shredding. This depicts similarly to the recently famous Banksy art that self-shredded. “Not the telco that people have come to expect, but the telco that people deserve”, was said in the brand video.

The spot ends with “Let’s say goodbye to hate, and hello to change”. In a statement to Marketing, a StarHub spokesperson said that the video acknowledges the voice of consumers and their preferences, as it takes on the journey to change. The “Hello Change” video will be up on StarHub’s YouTube, Facebook and Instagram pages. In addition, the spot will also be screened on StarHub TV channels and in Golden Village cinemas. The media duties is handled by Dentsu’s Carat.

Check out the spot here:


“We hate to admit it, but people do not rate telcos highly. This is a regrettable reality, and we are determined to earn back customers’ trust and be the telco that they deserve. The transformation of our mobile plans is just the start. Team StarHub is challenging the norms, and customers can look forward to seeing positive changes across our entire range of products and services. We will work harder than ever before for the right to take pole position in the hearts and minds of our customers,” Johan Buse, chief of consumer business group, StarHub said.

“Having worked on telcos for more than 15 years, today feels like the first day all over again. Every time we step into a meeting, every time we discuss a brand move, the ambition to transform the category is matched only by the hard work and grit to ensure this is not just some pipe dream. BLKJ is proud to call StarHub a client partner but more than that, we are truly inspired. The journey has begun, now let’s go make it happen,” Rowena Bhagchandani, CEO and co-founder of BLKJ told Marketing. 

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