In 2018, customer dissatisfaction with the telco industry reached an all-time high. StarHub’s social media pages were flooded with complaints, tirades, and threats of cancellation. Something was painfully clear: we needed to change. So instead of ignoring the hate like a typical telco, we used it as motivation to wave goodbye to the old ways and say hello to change. The campaign resonated with Singaporeans, garnering more than 2.5 million social media engagements. More importantly, it resulted in thousands of new customers. StarHub shops got so cramped, we had to ask the public to sign up online. Proving that when you embrace reality, you get to make it better too.