StarHub gets more from 5G+ with integrated campaign from TBWA\Singapore
StarHub is launching its upgraded 5G+ mobile network with an integrated campaign that brings its promise of “more” to life. Showing consumers what better connectivity can actually mean, in moments that matter.
Launched on 25 August, the campaign uses StarHub’s endearing Hublings who personify the brand’s commitment to reliability and coverage. The characters team up to form the 5th network bar — a visual expression of the stronger connection consumers can expect from 5G+ – while carrying an oversized “+” sign through real-world scenarios. From basement carparks and supermarkets to food courts and beyond, the placements bring the promise of expanded capacity and how customers can be more connected to what matters wherever they are.
Dynamic transit takeovers across buses and MRTs extend the “Get More” message across key locations in Singapore, putting the campaign in motion and bringing it into the daily journeys of consumers.
But the campaign goes beyond awareness, bringing “Get More with 5G+” to life at Lau Pa Sat through an activation rooted in a very Singaporean truth: when it comes to the things we love, there’s always room for more.
On 2 September, StarHub took over lunchtime at the iconic hawker destination, giving diners more of what they want, with unlimited free ice cream from 11:30 a.m. to 3:00 p.m. Competitive eater and content creator Zermatt Neo also kicked off the experience by putting the idea of “more” to the ultimate test in his own lunchtime eating challenge, showing just how far Singaporeans might go when more is on the menu.
The “more” extended beyond the table and onto the streets, with StarHub’s Hublings forming an Umbrella Mob around Lau Pa Sat to offer pedestrians some much-needed shade from Singapore’s midday heat.
A playful literalisation of “More coverage,” the stunt turned a benefit of 5G+ into something people could see and experience for themselves. Together, the activation brings the spirit of “Get More with 5G+” to life in distinctly Singaporean ways.
Peter Callaghan, Group Creative Director, TBWA\Singapore, said: “‘Get More with 5G+’ is all about giving people more. More speed, more coverage, more of the things they actually want.
“The Lau Pa Sat activation was a fun, simple way to bring that idea to life — with more ice cream than anyone could possibly need, and a competitive eater to show just how much more is possible.”
For more information on StarHub’s 5G+ offering, visit the StarHub website.
Credits
Client: StarHub
Creative Agency: TBWA\Singapore
