StarHub has launched an integrated campaign for its upgraded 5G+ mobile network, titled “Get More with 5G+,” created by TBWA\Singapore.
The campaign launched on 25 August and uses StarHub’s Hublings characters, who team up to form what the release describes as the “5th network bar,” a visual expression of the stronger connection consumers can expect from 5G+. The characters carry an oversized “+” sign through real-world scenarios including basement carparks, supermarkets and food courts.
Dynamic transit takeovers across buses and MRTs extended the “Get More” message across key locations in Singapore.
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On 2 September, the campaign moved into an activation at Lau Pa Sat, described in the release as an activation “rooted in a very Singaporean truth: when it comes to the things we love, there’s always room for more.”
StarHub took over lunchtime at the hawker destination with unlimited free ice cream from 11:30 a.m. to 3:00 p.m. Competitive eater and content creator Zermatt Neo took part in a lunchtime eating challenge as part of the activation.
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StarHub’s Hublings also formed an Umbrella Mob around Lau Pa Sat, offering pedestrians shade from Singapore’s midday heat. The release describes the stunt as a literalization of “More coverage.”
“‘Get More with 5G+’ is all about giving people more. More speed, more coverage, more of the things they actually want,” said Peter Callaghan, Group Creative Director, TBWA\Singapore.
“The Lau Pa Sat activation was a fun, simple way to bring that idea to life — with more ice cream than anyone could possibly need, and a competitive eater to show just how much more is possible.”
