StarHub and DDB win Singapore’s first Gold award at The Cannes Lions 2011
StarHub, together with its creative advertising agency, DDB Group Singapore, bagged the Gold and Silver awards in Promotion and Activation, and a Bronze in Direct Marketing for its campaign ‘Musical Fitting Room’ at the annual Cannes Lions International Festival of Creativity.
The concept behind the winning campaign, which is targeted at youths, is to create state-of-the-art fitting rooms at fashion stores in Singapore. The room alters its ambience and plays music according to customers’ fashion preferences. This is achieved by attaching Radio-Frequency Identification (RFID) tags to fashion apparel. When a customer tries on a piece of clothing, an RFID reader installed in the Musical Fitting Room reads the contact-less intelligent bar code that contains data about the clothing’s style and type. Then it automatically plays a track from the StarHub Music Store that matches the fashion style.
The campaign and its accolades to date are strong reflections of StarHub and DDB’s brand of social creativity.
“In today’s highly media-savvy and interactive Singapore, merely sending out a message doesn’t have the same impact it once had. We need to engage people and get them to respond accordingly. I’m delighted to say this has been recognised by the ‘Olympics’ of advertising, and a clear indication of Singapore’s international standing in the creative advertising field,” said Mr Neil Montefiore, CEO of StarHub.
Continued Neil, “Understanding that music and fashion are the two most powerful forms of self-expression among youths led to the birth of this project. To creatively engage sophisticated youths in today’s competitive market, we sought to continually combine innovative platforms with human insights and relevant services.”
The work also underlines DDB’s edge with its technology capabilities and shopper marketing skills.
“This campaign would bring the StarHub brand and its music offerings to people at the stores, the malls and the streets. Increasingly, brands will have to go out to engage customers and win fans, and with smart technology and clever store experience, we can get a lot more creative and effective,” commented David Tang, President and CEO, DDB Group Singapore.