StarHub wishes you the greatest blessing of all. Family.

February 8, 2013

What is Chinese New Year without family? Which is why, for the latest episode of StarHub’s Project Family Time, we brought a multi-generation family together for a reunion like no other. We hope you enjoy the TVC as much as your own reunions. And may the year of the snake bring your family happiness!


StarHub is a telco that advocates people technology and human connections. For its latest brand campaign, it wanted to help hyper-connected and time-starved Singaporeans make the simplest connection of all – family.

We started Project Family Time – a movement to bring families closer. First, we launched a brand commercial and invited Singaporeans to tell us their stories, hopes and dreams.

Within days, we garnered hundreds of entries. From the touching and inspiring to the sincere and powerful, over 800 customers shared their stories with us. Then, we made those stories happen.

We wanted to show that ‘Home Is Where The Hub Is’.

While spending family time is a traditional value, the means of documenting it is anything but traditional. We assembled teams to write, shoot and edit the stories. Without a big production crew, our team created a series of TV spots built on real, honest and heartfelt moments.

We launched a microsite that collated the stories and pushed all things family including family-centric products and promos. This site is supported by an extensive social media effort.

The campaign chalked up over 800 entries, close to 70,000 YouTube views and more than 4,000 microsite visits. But the result that really mattered is the time our customers spent with their families.

Our competitor did try to imitate our strategy, with ‘Home Is Where The Joy Is’. But alas, with no heart, there can be no real joy. The heart wins in the end – it always does.

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