StarHub’s free ice cream activation draws focus on simple moments of happiness

Singapore – StarHub has collaborated with TBWA\Singapore on an on-ground activation taking place on 7 and 8 March at Paragon along Orchard Road.

The activation will offer visitors free matcha ice cream served in matching green cones, referencing StarHub’s signature brand colour. The concept draws on simple, human-centred moments of happiness to reflect the idea of “unlimited connectivity.”

“Branding is a complex discipline. It digs deep into the human soul pushing past what humans need and attempts to grasp what it wants. Sometimes it’s ice cream. This time it’s green ice cream,” said Peter Callaghan, group creative director at TBWA\Singapore.

The initiative forms part of StarHub’s “We Got You” brand platform, which focuses on everyday experiences that reinforce the brand’s connection with consumers.

In addition to the on-ground activation, the campaign will be supported by engagement across multiple channels, including StarHub’s social media platforms, influencer networks, and internal communications within the company’s community.

The activation also coincides with the launch of the Samsung Galaxy S26, which StarHub is offering through its 5G Unlimited+ mobile package.