Success driven by StarHub’s hubbing campaign; 94% of Singaporean respondents remember hubbing ads


Singapore, 11 November 2002 – Just take a moment out of your busy schedule and think of a television commercial that you had seen recently. Chances are, you wouldbe among the 94% of Singaporeans who remembered StarHub’s hubbing commercials, making it one of the most successful and most watched advertising campaigns in Singapore. This is according to the newly released AdWatch survey conducted by Asia Market Intelligence.


Ms Jeannie Ong, Assistant Vice-President of Corporate Communications, said, "We are thrilled that our hubbing campaign enjoyed top-of-mind recall with Singaporeans. The light-hearted campaign, which aimed to teach a new language – hub – was intended to showcase the benefits that our customers would be able to reap with our merger with Singapore Cable Vision (now renamed as StarHub Cable Vision). We certainly want to be the one source for consumers, whether it is in the area of Internet access, cable TV, international and local telephone services, or mobile services."


StarHub’s hubbing advertisements faced stiff competition from other established industry brands such as a fast-food giant (inching into top place at 95%, just 1% more than StarHub). Despite being the new kid on the block with just over two years of operations, StarHub has managed to capture the eyes of the nation through its innovative and refreshing branding campaigns.


StarHub’s hubbing campaign personifies StarHub’s belief in challenging the norm, by introducing first-in-market branding efforts that spur industry peers to continually develop creative and innovative campaigns. The hubbing advertisements not only spell out the benefits that customers will enjoy with the merger of the two companies, but also entertain and create a wave of anticipation on what StarHub has to offer for customers.


On 29 July 2002, 24 versions of five-second teaser English TV commercials were launched, to educate customers that they could now surf the net, send an SMS, chat with a friend, stream videos, download music and watch their favourite TV program all from one source (StarHub). The commercials featured a myriad cast including a Chinese ventriloquist, Papua New Guinean Mudman, Karaoke Elvis and a Bollywood Duo. These advertisements were broadcast over Channel 5, Channel 8, Channel U and StarHub CableTV channels. StarHub received numerous favourable responses from customers and members of the public who enjoyed watching these advertisements.


On 31 July 2002, when StarHub announced the formation of the new StarHub, Singapore’s first one-stop information, communications and entertainment company, a double-page spread launch advertisement and a full page advertisement featuring the first S$88 hubbing offer from the new StarHub were published in the major dailies.


A 20-second Mandarin TV commercial was also launched, covering Channel 8, Channel U and StarHub CableTV channels.


To better envelope all target audiences, StarHub further commissioned six humorous TV commercials about an individual who could possibly be the only one in Singapore totally clueless about hubbing. These commercials reminded people that hubbing is here, and ended off by asking viewers, "Are you hubbing yet?".


To add the icing on the cake, Singapore Press Holdings also awarded StarHub with "Print Ad of the Month – October 2002" for their hubbing print advertisements in the local dailies.


Added Ms Ong, "With such a competitive market in Singapore, we are glad that Singaporeans can not only associate themselves with our hubbing TV commercials but they can also easily differentiate our unique and innovative branding from the rest of the crowd!"


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Editor’s Note

Adwatch: The industry analysis of advertisement recall

Q: Which of the following Singapore TVCs do you remember seeing recently?





McDonald’s Restaurants









Tiger Beer






Mitsubishi Air Conditioner



Dell Personal Computer



Pizza Hut



8 Days



Dove Cream Shampoo/Conditioner


** provided by Asia Market Intelligence.