Since the 1940s when the first ‘reality show’ was conceived, the concept has remained a strong tool for positioning. At the beginning, it was appreciated mainly for allowing viewers to see the real personalities of celebrities but it was soon discovered to be a multipurpose platform.
Reality television show soon became one of the most sought after platforms by brand managers because it easily grabbed attention and advertisers sought it to influence sales.
Over the years, successful brands have leveraged on it to promote their values through ‘product placement’. A report once revealed how The Biggest Loser promoted 6,248 brands, while the American Idol promoted 4,636 products.
However, the success of a reality show is determined by its conceptualisation, originality, and characters. Many shows have failed to achieve their objectives because of poor execution.
The recently concluded Star the Winner Is amplified the understanding and relevance of reality show among brand owners in Nigeria. It was obvious that those behind it were out to right the wrongs about reality show in the country, often criticised for a lack of originality.
First of its kind
Star the Winner Is is said to be the first reality music game show in the country, positioned the Star brand as a strong pillar of entertainment. From day one, promoters of Star have not minced words on their preference for entertainment as a major vehicle to position it.
Before the reality show, Star – a brand of Nigerian Breweries (NB) – had associated with major music shows in Nigeria, including Star Quest, Star Mega Jam and the nationwide concert tour, and Star Music Trek.
Through all these and the recent reality TV, Star has thus pioneered a new vista in entertainment TV with the innovative combo of music and games guaranteed to thrill viewers.
The show, hosted by Uti Nwachukwu, was seen by many as completely different from what Nigerians were familiar with.
According to Kehinde Balogun, also known as Kenny Blaze, an upcoming hip-hop artiste, the show provided a breath of fresh air in a saturated reality TV environment.
“Nigerians are not new to reality shows but Star the Winner Is was real and captivating. It further confirmed the position of the brand in the market.
“Over the years, Star has identified with the best of music and the best of personalities in the entertainment industry,” he said.
Unusual features
The reality show combined musical talent with the spontaneity and unpredictability of a game show to deliver entertainment to audiences across the country and beyond. Many commended the show for giving contestants a rare opportunity to embrace fame and fortune, thereby changing the reality experience.
Apart from being a music talent show, Star the Winner Is had an unusual twist that allowed contestants to negotiate with opponents, after each singing round, whether to get out of the contest by walking away with a smaller sum of money rather than the grand prize of N10 million.
Another unusual feature of the show was a jury of 101 members who voted based on performances in each round, leaving a final winner for the episode.
Ten contestants made it to the semi final, while two wild cards joined the list to make it 12 semi finalists. They all battled for N10 million and a brand new car.
With the music industry booming and entertainment in Nigeria at an all-time high, the show thus continued in Nigeria Breweries’ Star Quest tradition of rewarding the most determined and talented with a credible opportunity to join the coveted league of the biggest and brightest music stars.
After weeks of intense competition, Michael Achu emerged as the maiden winner of the music game show. He was crowned in Lagos and given the keys to a brand new 2014 Volkswagen CC. The climax was when he was rewarded with a whooping N10 million.
The event, held at the Nigerian Breweries Bar, Iganmu, Lagos, was attended by the likes of Uti Nwachukwu, host of the game show, Bryan Okwara, Yaw, Dotun Kayode, Temi and Mannie of cool FM, Destiny Amaka, and OluwaseunP.
The contestants and their friends and family all gathered to witness Achu’s glorious crowning amid smiles and exhilaration.
“This is totally a dream come true for me and my family. I have tried so many times to succeed in my music career but failed, and I am very grateful that at last my persistence and perseverance have paid off, I can’t thank Star Lager and Nigerian Breweries enough,” Achu disclosed.
He also earned a recording contract with Universal Records, which he said made him to pinch himself to be sure he was not dreaming.
NB Marketing Manager (Alcoholic Drinks), Tokunbo Adodo, recalled that “before the show premiered for the first time this season, we promised reality TV lovers nationwide a nail-biting, nerve wrecking and exciting three months and I am sure that everyone can attest to the fact that we made good the promise.”
NB has used various platforms to demonstrate how to hold on to market leadership, proving that building a brand driven culture is a lifelong commitment to a mindset and a way of life that takes time and planning to attract and retain customers.
