STAR TV GAME SHOW PROMISES TO BE BIGGER, MORE PROFESSIONAL NEXT YEAR
•Star prize winners with Jacco Van Der Linden
The Marketing Director, Nigerian Breweries Plc., Mr. Jacco Van Der Linden has promised a bigger edition of the Star TV Game Show in 2012.
Van Der Linden, who was speaking during the last and final edition of the 2011 Star TV Game Show in Lagos recently, stated that the company's key objective towards next year's edition is to make the game show bigger and more professional.
While expressing approval at this year's edition of the game show, he described the final edition as ''an explosion of excitement'. ''The final episode was an explosion of excitement. It is a summary of this year's game show and you can see that everyone present, from the participants to the audience had great fun,'' he said.
Speaking on the rationale behind creating the Star TV Game Show, Van Der Linden said the Star TV Game Show was created to reward loyal consumers who have made Star the number one Lager beer in the country. ''Star is by far the best selling beer in Nigeria, which means we have a lot more loyal Star consumers than any other brand. And if you really are serious in rewarding loyal consumers, you must try to evolve creative ways of appreciating the consumers. That was why we came up with the TV Game Show,' he explained.
Van Der Linden also stated that the Star TV Game Show was different from Star's other promotional activities because it is directed at a 'broader audience'. ''Here in Star, we have the tripod music platform: Star Quest, which is a musical talent contest, Star Trek, which is a musical tour of Nigerian cities and Star Mega Jam where we bring the best of Nigerian local artistes and an international artiste to perform in one event. But the Star TV Game Show is different because we are trying to reach a broader audience. They are important to us because they very loyal to the brand and at the end of the day, it is the consumers who have made Star the market leader among beer brands in Nigeria,' he stated.
According to Van Der Linden, Promotional activities of the brand were put together to ensure that the Star brand remains young, fresh and popular to its loyal consumers. ''If you look at the Star brand, in 62 years, it has become bigger than the next beer brand in Nigeria not by 10, 20 or even 30 percent but by over 50 percent. Don't forget that the second brand in that category is also a Nigerian Breweries Brand. So, all the activities that Star is embarking upon has made the brand young, fresh and popular with its consumers. That is why we say Star is not 62 years old but 62 years young,' he said.