StarHub collaborates with BLKJ Havas to slide into Roblox virtual universe

StarHub is celebrating the launch of the new iPhone with its virtual universe of Roblox named "StarHub World". Done in collaboration with BLKJ Havas, a StarHub spokesperson told MARKETING-INTERACTIVE that "StarHub World aligns with its vision to inspire digital innovation through nascent technologies, allowing customers to enjoy rich, immersive, and diverse entertainment experiences". The telco took several weeks to put the project together, from ideation to execution, the spokesperson shared. 

"As StarHub World provides a platform for customers to explore our 5G plans, cloud gaming service, and Premier+ OTT service, we believe it will help drive subscriptions for these services, following the launch of our virtual universe," she added. The telco plans to continue building on these experiences by offering new virtual content, such as mini-games, in the coming weeks. At the same time, StarHub is also offering perks and benefits exclusive to StarHub customers, such as cloud gaming access codes and vouchers.

MARKETING-INTERACTIVE also understands that StarHub and BLKJ Havas are currently working on a few projects together. This is despite the two having officially parted ways last year after BLKJ Havas bowed out of the creative pitch.

Currently, the brand works with TSLA for creative duties in Singapore. StarHub's spokesperson explained then that the agency impressed the team with its collaborative culture, enthusiastic curiosity and fresh approaches. 

Separately, the metaverse has been a hot topic in recent times and Roblox is one of the stepping stones for brands that wish to experiment in this space. Companies including Hyundai and fashion brand Boohoo have jumped on the Roblox hype. According to Forrester’s report titled "2023 Planning Guides", business leaders in consumer industries should experiment with metaverse precursor platforms such as Roblox and Decentral to open doors to new audiences.

That said, brands will also have to take note of some commercial risks that come with their metaverse investment. Gartner's survey in February found that 35% of consumers have never heard of the metaverse. While Forrester has urged business leaders to experiment with new technology, it pointed out that consumer adoption is not guaranteed for the metaverse and initial use cases can be slow to extend to commerce. At the same time, it also does not expect consumers to spend as much time in the metaverse as brands think.

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