Marketing Peer Briefing - Feb08

Marketing Peer Briefing

Speaker           Iris Wee

Title                  VP of marketing

Company         StarHub

Date                 13 December 2007

If you weren't there, here's what you missed:

"Our boss once asked  why don't u call yourselves integrated marketing and our response was that we're integrated so having the word in front is obsolete".

The thrust of this case study is to show the importance of partnerships which is the common thread you see in the campaigns we do and as a general principle for us, partnerships are very important in taking product to market, Iris Wee, VP of marketing for StarHub says. Speaking at Marketing's Peer Briefing in mid-December last year, Wee made the comment while on the subject of StarHub's recent High School Musical 2 campaign - the first of several case studies she shared at the event.

The campaign partnered with the Disney Channel, which is on the StarHub platform, and when asked by a member of the audience on what benefits Disney got out of the partnership, Wee said StarHub was able to pull together all the different platforms and get exclusive partners (in this case Nokia) to sponsor prizes.

"For a cross platform, multi-channel campaign like this, you really have to have many people involved in the process, and we became the single point of contact for Disney for the Singapore market, which they would not have otherwise had the infrastructure to do - so that's the value we bring to the table," she said.

Wee also talked about the integrated Black Eyed Peas campaign which she said was an opportunity to connect with the youth and people who love music, to be associated with premium artists and be seen as a leader in the music scene.

Much of the case studies discussed by Wee featured collaborations with online community Ripplevox which she described as a meeting point where your brand can interact and engage with a group of pre-qualified online users who are influencers - who are highly connected and whom people listen to.

In the case of the Black Eyed Peas campaign, Ripplevox members were able to drive demand generation, brand engagement, as well as awareness of the StarHub brand through among other things, competition which involved submitting a clip of yourself lip synching to a Black Eyed Peas song to get a back stage pass, and the chance to interview the band and blog about it.