Mindshare kicked off with VIP on a high

To view more photos from the Party, please click the link below :

http://www.flickr.com/photos/38624350@N06/

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.

One of the platforms jointly conceptualized was 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 were flown in to grace the launch event where 5 lucky men won all-expense paid dates with the Playmates.

Over 500 specially-invited advertisers and business partners gathered at Oosh on 16th April and were treated to a night of great company and endless flow of exquisite food and drinks.

‘We are honoured to be the lead business partner for Playboy. 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.

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 was aired on the 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.

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.’

“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.”

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.

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