StarHub Drives Loyalty With F1 Star

StarHub treated its loyal Platinum Club customers to an exclusive meet-and-greet session with the Vodafone McLaren Mercedes team's Lewis Hamilton. Marketing Events finds out how the event helped build brand loyalty.

Iris Wee, vice president of home solutions and content at StarHub, said brand engagement and positive experiences are critical to building brand loyalty.

The objective of the event was to offer a unique experience to loyal Platinum Club members, which is an invitation-only rewards and recognition programme that offers exclusive privileges.

"This allowed customers to connect with the brand on a deeper level," she added.

The event held on 20 September at Fullerton Hotel's TDB Room saw 40 guests.

Prior to Hamilton's arrival, guests were given an event passport where they could collect stamps after completing tasks at three pit stops.

The first pit stop saw guests checking in at the event via Facebook; the second had guests penning down questions for Hamilton; and guests competed on a PlayStation 3 racing video game at the third.

Upon arrival, Hamilton answered questions, took photographs with the guests, gave out autographed race caps, and challenged the winning guest at the third pit stop on the PlayStation 3.

The event was a result of StarHub's recent partnership with Vodafone, the title sponsor of the Vodafone McLaren Mercedes team.

Platinum Club members are invited customers who spend an average of S$350 each month on StarHub post-paid Mobile services, StarHub TV services and/or MaxOnline services over a period of six consecutive months.