StarHub’s Oliver Chong: Accountability is our biggest marketing challenge in tough year for business in Singapore



StarHub’s Oliver Chong, who was named Creative Client of the Year at the 4As Creative Circle Awards last night, has said that accountability was the biggest marketing challenge for the company in the year ahead.

Talking to Mumbrella this morning, Oliver Chong, StarHub’s assistant vice president of brand and marketing communications, said that a focus on digital would help steer the company’s marketing efforts in a “very challenging year for business.”

A tough economic environment “naturally equates to the need for marketing to be more accountable. Every dollar needs to translate into business results. So the big challenge is accountability of marketing spend,” he said.

Would this mean a shift away from traditional brand advertising to focus more on digital to drive StarHub’s pay-TV, broadband and mobile subscription? The company was already investing heavily in digital, which was doing a job of both building the brand and driving subscription activity, Chong noted.

“Today, we’re already shifting our budget from traditional to digital. It’s not rocket science. Most people are on the go, and to engage with them we need to use platforms they are most comfortable. Mobile is a big of part of the acquisition piece,” he said.

Looking back over the last 12 months, Chong picked out three campaigns that were particularly effective for the company, that helped StarHub win top honours at the Creative Circle Awards. The first and most successful over the last year was a re-imagined version of a popular National Day song ‘Home’ created for Singapore’s SG50 jubilee celebrations by agency DDB Singapore.

The video was registered more than 2.5m views on YouTube. “We looked at the comments we received in social media. I don’t recall one single negative comment about the campaign,” Chong noted. The film won gold at the Creative Circle Awards last night.

The second was a show of support for the endeavour of female athletes around the WTA tennis finals in Singapore with the ‘Power of be’ film. “We’re very proud of this work,” Chong commented.

The third was a “more tongue-in-cheek” approach for Chinese New Year, featuring a man who it seems needs to get to know his family better.

Campaigns for the busy Christmas period would focus on partnerships and collaborations, Chong said, without revealing detail on what is to follow over the coming weeks.


StarHub is also in contention for Brand of the Year at the Singapore Hall of Fame Awards.


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