StarHub Promo, Case study Starhub: Musical Fitting Rooms by DDB Singapore

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Starhub: Musical Fitting Rooms

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Industry Culture, Leisure & Sport, Retail, Distribution & Rental companies, Online Retail & E-stores
Media Promo & PR, Case study
Market Singapore
Agency DDB Singapore
Executive Creative Director Joji Jacob
Creative Director Thomas Yang
Art Director Elmy Thong
Copywriter Selena Soh, Mark Lim
Released June 2011


Cannes Lions 2011
Promo & Activation Lions Best Temporary In-Store Displays in a Promotional Campaign Gold
Promo & Activation Lions Best Use of Ambient in a Promotional Campaign Silver
Direct Lions Direct Response Digital: Other Digital Platforms Bronze

Credits & Description

Type of Entry: Use of Promo & Activation
Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser/Client: STARHUB PTE
Sales Promotion/Advertising Agency: DDB SINGAPORE, SINGAPORE
Chief Creative Officer: Neil Johnson
Executive Creative Director: Joji Jacob
Creative Director: Thomas Yang
Associate Creative Director/Art Director: Khalid Osman
Senior Copywriter: Lester Lee
Copywriter: Mark Lim
Art Director: Elmy Thong
Copywriter: Selena Soh
Head of Tribal DDB: Jeff Cheong
Head Of Technology: Yeo Wee Lee
Associate Director of Technology: Ciaran Lyons
Chief Client Officer: Rowena Bhagchandani
Account Director: Brenda Bey
Account Manager: James Tan
Describe the brief from the client:
The StarHub Online Music Store wanted to launch a trial promotion that gave out free downloads to the youth. Objectives: increase web traffic and music downloads.
To us, the key challenge was how do we stand out in a market flooded with freebies and meaningless giveaways?
Describe how the promotion developed from concept to implementation:
We created Musical Fitting Rooms. These fitting rooms suggest songs that suit the style of clothing being tried on.
How It Works:
We tagged RFID chips to clothes and installed RFID readers with directional speakers in fitting rooms. When a garment is brought into a fitting room, the RIFD chip triggers the reader to play music that matches the style of the garment.
The idea was implemented in 42 retail stores with high youth traffic, turning ordinary fitting rooms into interactive in-store installations.
Describe the success of the promotion with both client and consumer including some quantifiable results:
We closed the sale with the reader beaming proximity text messages to the target’s mobile. These texts contained information about the suggested songs. During the promotion, the suggested songs could be downloaded by our audience for free. All they have to do is click through to the online music store.
Average click-through rate was 84%. Over 47,000 songs from 16 genres were recommended. Over 29,000 free songs were downloaded and paid music downloads increased by 21%. Brand equity score among youth increased by 57%. This campaign is ranked as one of the most successful youth promotions for StarHub.
Explain why the method of promotion was most relevant to the product or service:
The relationship between music and fashion is a natural one – especially for the youth. We built our solution on the insight that the youth define themselves by the type of music they listen to, and by the clothes they wear. Hence, we combined music and fashion with cutting edge technology to create a hyper personalised experience.
The solution is appropriate for the brand because as the second largest communications company in the country, StarHub is known to be a leader in innovation. And with this campaign, we combined leading technology with an acute understanding of our audience.