Mindshare Pushes Ironman With Short Films

Maiden Aviva Work Kicks Off With Invention Platform

Mindshare Singapore launched Aviva's title sponsorship of The Aviva Ironman 70.3 Singapore competition with a different approach this year, with the launch of marketing collaterals on cable TV, MRT stations, gyms and online as well as through Focus Media's LED screen network.

The marketing campaign includes a series of ten short films on ordinary Singaporeans who are participating in this year's event and how they are preparing for the 22 March race. The key message of the films is that the attributes needed to compete in the grueling triathlon are the same ones needed when thinking about personal finances.

"To achieve and maintain a healthy, personal financial life, it takes more than just expert advice and market leading products. It also takes self-discipline, self-sacrifice, perseverance and a long-term view. These qualities are dramatically brought to life in the emotional films produced by Singapore's Zhao Wei Films," Paul Hughes, director of strategic development for Aviva, said.

In November last year,Aviva commissioned MindShare's Business Planning team to conduct an ‘Encounters' study in to the financial services category in Singapore. ‘Encounters' is a new research approach to understanding communication effectiveness and optimizing contact mix across both above and below the line contact points, specific to the target audience, brand and category.
The study revealed that, more than ever before, consumers were engaging with the financial services category and brands.

MindShare commissioned Brian Gothong Tan, a promising film director and award-winning multimedia visual artist from Eric Khoo's production company Zhao Wei Films, to work on the campaign.