Starhub: MUSICAL FITTING ROOMS by DDB Singapore for Starhub

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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
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

Awards

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
Media Lions Best Use of Audio Silver
Direct Lions Direct Response Digital: Other Digital Platforms Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Audio
Advertiser/Client: STARHUB
Product/Service: ONLINE MUSIC STORE
Entrant Company: DDB SINGAPORE, SINGAPORE
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 (DDB)
Copywriter: Mark Lim (DDB)
Art Director: Elmy Thong (DDB)
Copywriter: Selena Soh (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)
Chief Client Officer: Rowena Bhagchandani (DDB)
Account Director: Brenda Bey (DDB)
Account Manager: James Tan (DDB)
Results and Effectiveness:
We closed the sale with the reader beaming proximity text messages to the target’s mobile. These texts contained information about the suggested song and the music store.
Average click-through rate was 84%. Paid music downloads increased by over 21%. Brand equity score among youth increased by 57%. And over 47,000 songs from 16 genres were recommended to people across the country. This campaign is ranked as one of the most successful youth promotions for StarHub.
Creative Execution:
We created Musical Fitting Rooms. These 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 retails stores with high youth traffic, turning ordinary fitting rooms into interactive ambient installations. The campaign was covered by two of the biggest youth magazines in the country, driving more people to participating stores.
Insights, Strategy and the Idea:
The youth segment forms more than 50% of the customers for the StarHub Online Music Store. For this campaign, StarHub wanted to engage this target group and build stronger affinity. Secondary objectives: increase web traffic and music downloads.
From the get-go, we understood we couldn’t advertise to the youth. We couldn’t just flash some cool images before them. They are averse to advertising. However, it’s not all bad, the youth love music. We just needed a way to make ourselves relevant. The strategy was simple: find a way to add real value to a youth’s life.
Insight: The youth define themselves by the type of music they listen to, and by the clothes they wear. Taking off from that insight, we combined music and fashion with cutting edge technology to introduce the youth to music that match their fashion styles.