StarHub gets the scoop on 5G+ at Lau Pa Sat

StarHub brought its upgraded 5G+ network into the real world with a new integrated campaign that turned stronger connectivity and coverage into a series of playful, distinctly Singaporean experiences.

Launched on 25 August, “Get more with 5G+” centred on StarHub’s Hublings, which were used to personify the telco’s promise of reliability and coverage. In the campaign, the characters came together to form a fifth network bar, serving as a visual representation of the stronger connectivity offered by 5G+.

The Hublings were also seen carrying an oversized “+” sign across settings including basement carparks, supermarkets and food courts, translating the idea of “more” into everyday moments. The campaign extended across buses and MRTs through dynamic transit takeovers, bringing the message into consumers’ daily commutes across Singapore.

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StarHub then took the campaign offline on 2 September with a lunchtime activation at Lau Pa Sat, leaning into the idea that when Singaporeans find something they enjoy, there is always room for more.

From 11.30am to 3pm, diners were treated to unlimited free ice cream, while competitive eater and content creator Zermatt Neo kicked off the activation with a lunchtime eating challenge designed to put the campaign's "more" proposition to the test. 

The activation also moved beyond the dining tables, with StarHub's Hublings forming an "Umbrella mob" around Lau Pa Sat to provide pedestrians with shade from the midday heat. The stunt offered a literal take on "more coverage", translating one of the network's benefits into a physical experience for passers-by.

Together, the out-of-home, transit and experiential elements aim to demonstrate what StarHub's 5G+ proposition could mean for consumers beyond technical network specifications, using familiar settings and everyday experiences to make the benefits of greater connectivity more tangible.

"'Get more with 5G+’ is all about giving people more. More speed, more coverage, more of the things they actually want. The Lau Pa Sat activation was a fun, simple way to bring that idea to life — with more ice cream than anyone could possibly need, and a competitive eater to show just how much more is possible.” said Peter Callaghan, group creative director, TBWA\Singapore.

This isn't the first time StarHub has used free treats to turn its connectivity proposition into a physical consumer experience. Earlier this year, the telco transformed Orchard Road into a free-ice-cream playground as part of its "We got you" brand promise.

Held outside Paragon on 7 and 8 March, the activation saw StarHub give away unlimited matcha ice cream to mark the launch of the latest Samsung Galaxy, powered by its 5G Unlimited+. Rather than opting for a conventional product launch, the telco focused on real-world moments of connection and joy, with the activation amplified across its social channels, influencers and internal communications.

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