• Thursday, July 25, 2024
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BusinessDay

As Star brand excites Awka, takes 11 consumers to Brazil

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Bamboo Garden, a large bar at the centre of Awka in Anambra State, bubbled on March 16, 2014, when owner of Star brand – Nigerian Breweries (NB) hosted consumers to an exciting evening where promo draws were held for different prizes, including the star prize of all-expense paid trip to Brazil.

The enthusiasm and keenness about the draw jolted the town early enough as consumers were ready to participate in the promo. All expectations were on the star prize, but when the compere announced other prizes including 32-inch LED TVs, 2.5KVA generators, home theatres and industrial fans to be won by consumers present, there was hope and consolation among them.

Some said, at least if they don’t win the trip since it was one person from Awka, they could win other prizes. In addition to the draw, the brand established an emotional connection with its numerous consumers. While they savoured the rich taste of the beer, they were also rewarded for their patronage and loyalty to the brand.

Though the big prize was kept till the last moment as the Awka Star brand loyalists waited to see who goes to Brazil among them. Fortunately for Chukwuma Tochukwu Obo, an inspector in the Nigeria Police, his ticket number was picked as the winner of the Brazil trip.

Chukwuma, who has never travelled outside the country before, is already relishing the fact that his first overseas experience will be in Brazil. He said: “My expectation of what will happen on that trip is very high because I have not travelled outside Nigeria before; and my first overseas trip is to Brazil. I have to expect many great things. I’m also looking forward to the tourism potentials of Brazil.”

Chukwuma will be joining 10 others that emerged through a transparent promo draws held in various locations in Nigeria. Speaking on how he emerged, he said: “I was drinking Star at a bar when a lady approached me and told me about the Star Trip To Brazil promo. She asked me to come to the Bamboo Garden on Sunday (March 16) for a chance to win prizes, including the grand prize of a ticket to Brazil. So, I came here just like any other person.”

On whether he expected to win any prize, he said he did not expect it and it came as a shock to him. He however harboured no doubt about the authenticity of the promo. The policeman remarked: “I know Star. Once the brand promises, it always delivers. The brand does not joke with its promo.”

Chukwuma’s winning can be regarded as a long-awaited reward for an individual who said he had remained loyal to the brand for over 15 years, even when he had not won anything. The bachelor advised his friends to keep on consuming Star beer, while he also thanked the brand for the opportunity to travel to Brazil.

His prize was officially presented to him by Austin Aka, regional trade marketing manager – East, NB.

Adaora Chukwu, a student of Biology Science at the Open University, Awka, had to convince her friends to stay after they seemingly got tired of seeing other consumers win, while they had not won anything. Her pleas did not fall on deaf ears and they were the better for it at the end of the promo draws. While she won a home theatre, she said one of her friends Uju won a 32-inch Plasma TV.

It was also a lucky night for another long-standing patron of Star beer, Ekenechukwu Ezekwe. The spare parts dealer won a standing fan.

He said: “I’ve been drinking Star since I left secondary school, but this is my first time of winning in the Star promo.”

Charles Ikem Onyejiaka, the manager of a popular hotel in Awka, won a 32-inch LED TV, also belongs to the group of first time winners. He sees his Star ‘victory’ as the harbinger of better things in his life. According to Charles: “This is the first time I am actually winning something in my life. It’s a new beginning for me and I’m sure I’m going to win more.”

Ugwu Paschal won generator set. This young man was earlier apprehensive about the open draw. In fact, he was about leaving the venue when his ticket number was called as winner of generator set. After collecting his gift, he reversed himself shouting it is real, it is real.

Two Star Trip To Brazil promo draws were also held simultaneously at locations in Lagos and Aba. The Lagos leg was held at Aso Rock International Bar, Costain, while the Aba edition was held at Century Valley Bar and Events Centre.

The winning ticket for the Lagos leg belonged to James Maxwell. In Aba, Sunday Dike won the ticket to Brazil. Both consumers were happy at their winning and had kind words for Star lager beer.

If Star lager was aiming at retaining its undisputed number one position in Nigeria’s beer market, recruiting new drinkers and rewarding its customers, then the recently concluded The Win a Trip to Brazil promotion certainly strengthened the brand bond with consumers. With the promotion, the brand established an emotional connection with its numerous consumers.