at The Cannes Lions International Festival of Creativity 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
The concept behind the winning campaign, targeted at youth, 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, 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 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,” Mr Neil Montefiore, CEO of StarHub.
“Understanding that music and fashion are the two most powerful forms
of self-expression among youth 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
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
The campaign ‘Musical Fitting Room’ is still in the running for more
awards in the Media, Design, Cyber and Titanium award ceremonies, which
takes place over the next few days.
CEO of StarHub, Neil Montefiore, Executive Creative Director, Joji
Jacob and Chairman and CEO of DDB Asia Pacific, John Zeigler.
About Cannes :
The Cannes Lions International Festival of Creativity is the world’s
biggest celebration of creativity in communications. As the most
prestigious international advertising awards, more than 24,000 entries
from all over the world are showcased and judged at the Festival. The
Festival is also the only truly global meeting place for advertisers,
advertising executives and communication professionals. Over 8,000
delegates from 90 countries attend seven days of workshops,
exhibitions, screenings, master classes and high-profile seminars by
industry leaders Bob Greenberg, Maurice Lévy, David Droga and Mark
Tutssel, as well as people like Mark Zuckerberg, Ben Stiller, Yoko Ono,
Kofi Annan, Steve Ballmer, Biz Stone and Bob Geldof.