06 June 2008

Singapore, 6 June 2008  What qualities do businesses want in their info-communications service provider? For an answer, check out StarHub’s new business brand campaign launched across the island this week.

Sporting the slogan, "Your Tomorrow Starts Here Today", the new campaign encapsulates the idea that the world of business today is just not what they used to be. And to succeed in this new world where all the old rules are being turned upside down, what companies need is the very best in reliability, connectivity and mobility –attributes that define StarHub’s broad suite of business services.

The new business brand campaign showcases business broadband, mobile broadband, voice and data services; services that encompass the whole spectrum of mobility, productivity and reliability requirements of SMEs and MNCs. The campaign also reiterates the many ways in which StarHub Business Solutions provides reliable mobility and connectivity solutions to help companies achieve productivity and peace of mind; two things that are uppermost in the minds of companies here today.

"The idea behind the campaign is to let businesses know that we understand what businesses are like today and that our solutions are up to the task of helping them meet their business challenges head-on," said Ms Iris Wee, Head of StarHub’s Marketing. "In the end, we have the ability to understand and tackle business challenges efficiently and effectively."

"Business is becoming more innovative and more personal, all at the same time. StarHub is taking a more personal and refreshing approach to business with all it has to offer. The communication reflects the voice of the brand and the voices of its customers," said Mr David Tang, President and CEO of DDB in Singapore. "It's about business the way customers see it: smarter, faster and just that more personable. We've avoided the stuffy business talk; after all technology has made business life more innovative and creative."

The brand advertisements have appeared in all the major dailies, online, through direct mailers and in selected outdoor locations. The print advertisements all feature clean layouts, with only a single eye-catching picture for focus, but with striking copy that accentuates what businesses want today, and how StarHub can fulfil that wish.

The 45-sec television commercial which began broadcast this week over leading news channels such as BBC World, Channel NewsAsia, CNBC and CNN, reflects a similar style and feel. Award-winning director Adam Arkapaw, whose short film Jerrycan recently won the Jury Prize in Cannes on 26 May 2008, co-directs with Richard Hearman.

Said Ms Wee, "the advertising campaign is fresh, strong, energetic and vital, as it maintains clear, precise descriptions of what StarHub business solutions can offer. We have been known to challenge the norm, hence, for this campaign, we decided not doing business advertising in the traditional and conventional way. Rather, by highlighting how businesses have changed in this new modern world, we hope to show that StarHub is a truly forward-looking and innovative brand."

DDB in Singapore is the key creative agency behind the campaign.

For more information on StarHub, please visit www.starhub.com.