| Title | CONTENT MARKETING WITH YAHOO |
| Brand | STARHUB |
| Product / Service | CABLE TV |
| Category | A07. Best Use of Digital Media in Online Advertising |
| Entrant | MINDSHARE SINGAPORE, SINGAPORE |
| Entrant Company: | MINDSHARE SINGAPORE, SINGAPORE |
| Media Agency: | MINDSHARE SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Laura Chua | Mindshare | Director |
| Ariane Goo | Mindshare | Senior Manager |
• Our campaign also achieved a total of 48,197 clicks on the StarHub TV website, again exceeding the objective of 30,000 clicks by 61%. (Source: Yahoo/Nielsen Brand Study) • The campaign achieved an average CTR of 0.28% (+40% above industry standard). • The highest record was 2.07% CTR.
TV content and promotional bundles were cross-mapped according to Yahoo!’s stronghold properties: 1) Movies: Soon-to-be-aired movies on HBO and English entertainment packs 2) News (Entertainment): Chinese TVB dramas, Drama packs, English entertainment programs 3) Sports: StarHub’s remaining sports channels, sports packages, La Liga League 4) Travel: Travel related programs on Discovery and National Geographic Each StarHub content placement within Yahoo led consumers to specific landing pages that provided additional information and content trailers for them to view in StarHub portal, maximising the consumer’s journey with StarHub TV. The placement units were refreshed at least once every two weeks to keeping consumers interest going on StarHub content offering. The editorial placement units were negotiated as free media assets for StarHub TV during the campaign period, driving up the overall media returns on investment for this campaign. The entire execution was media first in market during launch of campaign.
StarHub’s sole pay-television proprietor in Singapore was shaken when MioTV won over exclusive broadcast rights to English Premier League (EPL) and ESPN Star in 2010. They consistently outspent StarHub by at least 2.5 times. TV viewing remains a top consumed media (71%, Source: AC Nielsen) for families and we saw an opportunity to re-position our content offers. While SingTel targeted males predominantly for Sports, StarHub focused on family units with diverse TV content needs. The aim is to raise StarHub TV awareness by 5%, be the preferred Pay-TV operator and deliver 30,000 clicks to website for content sampling. Contextual targeting is a proven formula to interest targets in clicking through to advertiser’s website for more information. We took it further by featuring our TV content within editorial environment fuelling greater interest. StarHub partnered with Yahoo! and rolled out an interest-based campaign “StarHub – The World of Entertainment for Your Family”.