HOOQ

Celebrating vibrant entertainment

Creating a digital platform with warmth and personality to celebrate the richness of the cultural melting pot that is Asia. Getting hooked on unlimited entertainment – just press play.

No. 1 paid OTT service in Philippines

125% monthly conversion rate

GLOMO Award – Best Mobile App

Design Effectiveness Awards – Silver

THE CHALLENGE

7 countries. 1.7 billion people. 10+ religions. 8 major languages in a busy and competitive market. With a proliferation of cheap DVDs, piracy and illegal downloads, HOOQ needed to create a brand and guidelines that appeals to this wide audience, and that played to HOOQ’s strength of offering locally, and regionally, relevant content.

THE INSIGHT

HOOQ’s strength and key differentiator, ‘Unlimited entertainment’, is brought to life in a bold and vibrant identity through the iconic infinity sign. Our moving ident brings the identity to life in a friendly and approachable way, and helps to create a media experience and emotional engagement.

Each platform icon, as well as the secondary illustrations, build on making the infinity loop an ownable equity.

THE IMPACT

In its first year since launch, HOOQ has become Asia’s largest premium video streaming service, and is the number one paid ‘over-the-top’ video service in the Philippines.  The brand was also named ‘Best Mobile App’ in the Media, Film, TV or Video category at the GSMA’s Global Mobile (GLOMO) Awards 2016 in Barcelona. 

We originally chose Elmwood for their strategic approach to the brief and their creative work. Elmwood one team approach helped us to shape the business strategy along the course of the project. Their ‘big idea’ thinking, combined with regional sensitivity, delivered a brand which has been successfully deployed across different and varied markets, resonating with associate partners, carriers and customers alike.

Allison Chew | Head of Brand and Communications, HOOQ