HOOQ may only have launched in 2015, but that hasn’t stopped it from becoming a key player in the video market. Despite a multitude of competitors, it became Asia’s largest premium video streaming service within its first year. Singtel joined forces with Sony Pictures Television and Warner Bros. Entertainment to set up a regional over-the-top video service. With a business strategy that relied heavily on the right design strategy, the brand needed to appeal to 1.7 billion people in six countries, in eight languages and over 10 religious groups, while still promising great content that’s relevant locally and regionally. And it does, thanks to its bold, vibrant name and identity and accessible, engaging personality. HOOQ got people hooked – reaching its target number of users a year ahead of schedule; it has over-achieved its target monthly conversion rate by 25%; and its month-on-month growth has surpassed target by double digit percentage.