CGM drives 'I am a Hub' campaign

Singapore - Starhub recently embarked on a Consumer Generated Media campaign (CGM), seeking young adults to showcase their own take on its 'I am a Hub' brand campaign - by shooting and uploading it online for a digital contest.

StarHub's senior integrated marketing manager Lin Shu Fen said, "This competition provides us with an excellent opportunity to engage young adults by allowing them to interact with our brand, at the same time, giving them an incentive to get their creative juices flowing."

The target audience was reached through the use of MTV in-show plugs, posters, in-house radio spots, online buys within tertiary institutions and via word-of -mouth through Ripplevox. Albeit being an open-to-all contest, Ripplevox members who registered for the competition were further sent for video-editing workshops at Club21’s iShop.

More than 30 budding-directors submitted their work and through voting, six were shortlisted. The eventual winner selected by judges and will get to showcase his work on MTV.

Vocanic and Formul8 worked on the campaign.