– AVP Oliver Chong is also the first Singaporean award recipient for this category
From the start, ‘Hubbing’ was StarHub’s strategy to differentiate itself from competition and provide unique services for its customers in Singapore. Now ‘Hubbing’ has once again made history for the company when it produced the first Singaporean winner for Campaign’s Client Marketer of the Year 2011.
Mr Oliver Chong showed the industry how to market ‘Hubbing’ with great finesse when he spearheaded innovative marketing campaigns and ultimately garnered many prestigious international accolades for StarHub. This year, highly engaging marketing campaigns included Singapore’s first interactive brand campaign ‘Hub it!’, StarHub online music with fashion stores called ‘Musical Fitting Room’ and an innovative social media campaign called ‘Music MoodBox’, helped StarHub win gold, silver and bronze awards at the prestigious Cannes Lions International Festival of Creativity, and the silver and bronze awards at Spikes Asia Awards.
These marketing campaigns blurred the boundaries of various platforms as they heightened the interactivity factor in customers’ lifestyle. The ‘Hub it’ mobile application gave viewers a chance to interact with its characters in the TV commercial with their smartphones, while ‘Musical Fitting Room’ connected the youth to music that matched their fashion styles and dynamic lifestyles through the use of RFID (Radio-frequency Identification) technology. ‘Music MoodBox’, on the other hand, is a Facebook application that detects emotions expressed in Facebook updates, and then recommends songs to fit these moods.
This is no mean feat for the 39-year-old Assistant Vice President of Brand and Marketing Communications as he has become the hub of StarHub’s marketing efforts while leading the marketing team and overseeing branding. In 2011, he drove over 20 marketing campaigns across the multiple platforms amid an increasingly unpredictable and competitive info-communication industry. Still, the efforts of Mr Chong and his team paid off when this resulted in StarHub achieving a 14 per cent jump in its triple-product sales for the year.
Commenting on his win, Mr Chong said: “When I first started at StarHub, the world was a much simpler place with the markets of Mobile, Broadband and Pay TV operating as separate entities. But the convergence in technology totally changed the game plan for marketers. It was challenging to communicate and market the idea of ‘Hubbing’ to our customers because what we did had no precedence. Over the years, ‘Hubbing’ has evolved and the latest evolution sees us moving ‘Hubbing’ into a socially engaging brand. I’m very honoured to be named Campaign Asia-Pacific’s Client Marketer of the Year 2011. This is a testament of the great work the team has done and reinforces StarHub as the market leader of ‘Hubbing’ in the info-communication industry in Singapore, regionally and internationally.”