StarHub DM MUSIC MOODBOX by DDB Singapore

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Industry Retail, Distribution & Rental companies, Online Retail & E-stores
Media Direct marketing
Market Singapore
Agency DDB Singapore
Creative Group Head Alfred Lim
Executive Creative Director Joji Jacob
Creative Director Thomas Yang
Art Director Eugene Boey
Copywriter Mark Lim
Released October 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: STARHUB
Date of First Appearance: Nov 1 2010
Entry URL:
Chief Creative Officer: Neil Johnson (DDB)
Executive Creative Director: Joji Jacob (DDB)
Creative Director: Thomas Yang (DDB)
Associate Creative Director / Art Director: Khalid Osman (DDB)
Senior Copywriter: Lester Lee (DDB)
Copywriter: Mark Lim (DDB)
Head of Tribal DDB: Jeff Cheong (Tribal DDB)
Head of Technology: Yeo Wee Lee (Tribal DDB)
Associate Director of Technology: Ciaran Lyons (Tribal DDB)
Creative Group Head: Alfred Lim (Tribal DDB)
Art Director: Eugene Boey (Tribal DDB)
Senior Technologist: Rosslyn Chay (Tribal DDB)
Senior Project Manager: Francis Chong (Tribal DDB)
Chief Client Officer: Rowena Bhagchandani (DDB)
Account Director: Brenda Bey (DDB)
Senior Account Executive: Tammy Cheok (DDB)
Media placement: Online - Facebook - 01-11-2010

Describe the brief/objective of the direct campaign.
StarHub wanted to engage music lovers, and drive them to its online music store – no easy task considering the many other music portals available online.

The online music store needed to differentiate itself by creating a fresh and exciting way for people to discover and experience its content.

The insight was that people were used to searching for music through existing online music portals. We sought to make music from our portal seek out its listeners instead, by creating an intuitive way of connecting the perfect music track to the listener based on how they were feeling.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We turned to the Facebook status update. Singaporeans update their Facebook status an average of 15 times a week. Many times to express how they feel. Based on this, we created an app that automatically detects how users are feeling, and sends them a track to match their mood.

We called it the Music MoodBox.

Whether users needed a cheer-me-up track or a song to headbang to, the Music MoodBox would sense what song users would be in the mood for. Then, direct them to the StarHub’s online music store to get the full track.

Explain why the creative execution was relevant to the product or service.
No one can deny the link between music and moods. People will always look for and play music based on how they feel. The Music MoodBox does this for users automatically.

There’s also no denying the pervasiveness of Facebook as a social medium. The Music MoodBox integrates into the Facebook interface – an appropriate tie-up considering that Starhub is itself a telecommunication - instantly engaging users without them having to do anything different or special.

In this way, the Music MoodBox offers an unexpected yet relevant way for people to discover music available on the StarHub Music Store.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Users were charmed and tickled by the way the Music MoodBox seemed to be able to read and feel for their emotions. And while we had sought to target online music lovers, the app engaged the larger audience of Facebook users, positioning StarHub as the folks that not only offered online music downloads, but understood what users wanted to listen to. And the results speak for themselves.

- Average of 15,000 monthly active users
- Traffic to the online music store increased by 53%
- Over 80,000 MoodBox responses sent.
- Brand equity score increased by 42%