The Work
Racheal Lee
Aug 12, 2011

StarHub goes red for National Day

SINGAPORE – StarHub made a bold marketing move by donning red, the country's national colour and that of its fiercest competitor SingTel, to celebrate National Day.

StarHub sought to give Singaporeans something to think about by changing from its trademark green to red, while showing the world the Singapore Spirit. A red StarHub logo was put out in The Straits Times and Today newspapers on National Day itself, 9 August.

StarHub also launched a 60-second commercial, which ends with the jingle ‘One colour, one nation’ by Taufik Batisah, the winner of the first season of Singapore Idol. The TVC also features the face of StarHub CEO Neil Montefiore alongside celebrities such as Adrian Pang, Hady Mirza, Ken Lim, Ling Kai, Batisah as well as other citizens.

“This is not about our green (StarHub), against their red (SingTel), or their orange (M1). It is about one people, one nation, united by one colour,” said the ad.

DDB Singapore is the agency behind this initiative. The colour change continues throughout the week of National Day.

Source:
Copyright © Campaign Singapore

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