Mindshare’s Invention Unit Gets Cosy with Playboy.

STRATEGIC PARTNERSHIP FOR PLAYBOY'S SINGAPORE LAUNCH

Mindshare Singapore’s Invention unit recently teamed up with Rabbithead Enterprise, the publisher of VIP Singapore, to strategize and develop sponsorship platforms in conjunction with its Singapore launch.

VIP is an extension of the world’s best selling men’s magazine, Playboy. Launching in Asia, it will be fronted by the iconic bow-tie bunny as it shares the same brand philosophy and renowned excellence of Playboy.

‘We are honoured to be the lead business partner for Playboy, as it is an iconic brand to be associated with. The venture leveraged on the new Mindshare Value Exchange Framework of blending our core skill of contact planning with the skill of content planning,’ said Jimmy Lim, executive director of Mindshare Singapore.

One of the content platforms jointly conceptualized is the classic Playboy Party, which was marketed to lifestyle brands like Mini, Armand De Brignac Champagne and Heineken. Billed as the private party of the year, the world famous Playboy Playmates will be in town to grace the launch event where 5 lucky men will win all-expense paid dates with the Playmates.

Check out the Drive A Bunny Contest on :

http://www.axn-asia.com/contests/drive-bunny-contest

Lim adds, ‘Our Value Exchange Framework allows our channel and content experts to work together on the VIP platform, to capture the attention of our clients’ customers – essentially creating the ideal customer journey.’


AXN Asia, the leading English general entertainment cable channel in the region, was roped in as media and production partner. The search for the lucky men will be aired on AXN, published in VIP’s first issue and streamed through AXN’s & VIP’s interactive communities. The Playmates tour will be aired on a brand new AXN original production, The Duke, a glossy men’s magazine show that showcases Asia’s elite men and their inspirational success stories, and the latest in upscale lifestyle trends and happenings.

“This is a great initiative by Mindshare, cleverly designing a platform to pull in all relevant partners to give clients a bigger bang for the buck,” said Ricky Ow, Senior Vice President and General Manager, SPE Networks – Asia.

“And what better brand name than Playboy to get the attention!” Ow added.

“VIP’s partnership with Mindshare and AXN has exceeded our expectations,” says Norlindah Sumaidi, VIP Magazine’s Associate Publisher. “For a new brand like ours to get this amount of regional exposure is extremely beneficial for all parties and we look forward to continuing this relationship for future VIP projects.”

To top it off, VIP readers and AXN viewers get a chance to win invitations to the VIP Launch Party where they can rub shoulders with VVIP guests as well as regional and international celebrities. A glimpse of the party’s antics will also be available on AXN’s eBuzz, a weekly entertainment magazine show featuring the latest in the glamorous world of celebrities, movies, music and television.

Finally, party attendees will get a chance to win an invitation to party with the Playmates at the Playboy Mansion in Los Angeles.

‘This venture has shifted the dynamics of the relationship between agency and media owners, from a reseller structure to a partnership model,’ said Lim.

‘We are looking forward to developing more sponsorship platforms and content partnerships with media owners like VIP and AXN, to create competitive advantages for our clients,’ Lim adds further.