Singapore’s largest cable network and major mobile operator, StarHub, has brought back Sparky, the Jack Russell terrier to star in their new campaign. Sparky was a popular hero some years back appearing in several TV commercials for StarHub mobile services.

At the same time StarHub has created a new tagline: ‘Life. Hub It’. For those readers outside Singapore, we should explain that StarHub have being trying for some years to establish a new word ‘hubbing’ into the local vocabulary.

Neil Motefiore, CEO of StarHub, says, “Today Hubbing represents seamless enjoyment. Consumers can utilise as many modes of communications as they like to give or receive information.” He sees StarHub as a social catalyst and an enabler that provides products and services to make life much more exciting.

StarHub has produced, with the help of its agency DDB, Singapore’s first interactive commercial. In the commercial, Sparky falls in love with a poodle but alas he loses sight of her as she rides away on a bus. Titled ‘Love Tail’, this commercial offers viewers the opportunity to interact with the images via a mobile app. It takes the viewer into an online game where one has to try to reunite Sparky with his love. There are hidden scenes, tasks, videos and games, which can eventually win thousands of dollars in cash and prizes of mobile phones and tablets. In addition to this, there are prizes to be won from 600 bus shelter posters such as Golden Village movie vouchers, StarHub Music store goodies and StarHub Game Store credits. The apps or QR codes unlock the prizes.

A nice fresh campaign from StarHub. And Sparky is as cute as ever.


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