The StarHub Online Music Store wanted to launch a trial promotion that gave out free downloads to the youth. Objectives: increase web traffic and music downloads.To us, the key challenge was how do we stand out in a market flooded with freebies and meaningless giveaways?

We closed the sale with the reader beaming proximity text messages to the target’s mobile. These texts contained information about the suggested songs. During the promotion, the suggested songs could be downloaded by our audience for free. All they have to do is click through to the online music store.Average click-through rate was 84%. Paid music downloads increased by 21%. Brand equity score among youth increased by 57%. This campaign is ranked as one of the most successful youth promotions for StarHub.

We created Musical Fitting Rooms. These fitting rooms suggest songs that suit the style of clothing being tried on.

How It Works:We tagged RFID chips to clothes and installed RFID readers with directional speakers in fitting rooms. When a garment is brought into a fitting room, the RIFD chip triggers the reader to play music that matches the style of the garment.The idea was implemented in retail stores with high youth traffic, turning ordinary fitting rooms into interactive in-store installations.

The relationship between music and fashion is a natural one – especially for the youth. We built our solution on the insight that the youth define themselves by the type of music they listen to, and by the clothes they wear. Hence, we combined music and fashion with cutting edge technology to create a hyper personalised experience.The solution is appropriate for the brand because as the second largest communications company in the country, StarHub is known to be a leader in innovation. And with this campaign, we combined leading technology with an acute understanding of our audience.