No wi-fi, bluetooth or call button without innovations by women, says StarHub

This International Women's Day (IWD), telco company Starhub is putting the spotlight on the contributions of women in the tech space with "nobile technology".

"Nobile technology" features a brand film highlighting how a phone and mobile plan without innovations by women could be missing many of its critical features. 

Through the film, StarHub imagines a world without wi-fi, bluetooth and a phone without a call button.

Don't miss: Häagen-Dazs rolls out women empowerment celebrations across Asia 

A reality which could have been, if not for Hedy Lamarr, a co-inventor of the Frequency-Hopping Spread Spectrum Technology for wireless communication which enabled the development of Wi-Fi, GPS and Bluetooth capabilities – or Laila Ohlgren, a telecommunications engineer, and enabler of the microprocessor storage of phone numbers (contact list) and the call button.

From No Wi-Fi to GPS, the brand shows how essential women in tech are – and how the tech world does need a woman’s touch.

"Without [women], there would be no technology as we know it," it said in the brand film. "And, no StarHub."

It ended the film by thanking women for pushing technology forward.

The video lives on Youtube, Facebook and Instagram, with the ad running from 5-10 March. It will live organically on the stated platforms after media buy has ended, said TBWA\Singapore who worked with StarHub on the campaign.

"After much research, we discovered that many women have been behind some of the most amazing innovations of our time. So, instead of merely telling people about these amazing women and their contributions, we opted to show them what technology could look like without them," said Asheen Naidu, executive creative director, TBWA\Singapore.

The campaign comes as more brands such as Coffee Bean & Tea Leaf, Häagen-Dazs and Kiehl's Singapore put out IWD posts and campaigns. 

This week, Häagen-Dazs rolled out a series of initiatives to support women-centric charities across Asia and Europe this year.   

On 8 March, Häagen-Dazs will be offering special promotions for its ‘Founder’s Favourite’ Vanilla ice cream in celebration of Rose Mattus to consumers to mark International Women’s Day in select Häagen-Dazs Shops across Europe, Latin America and Asia, including India, Hong Kong, Singapore, Malaysia and Taiwan. 

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