Mindshare Sets World Record With Aviva

Aviva has successfully engaged its brand across segments and generations of Singaporeans to set a Guinness World Record for the World’s Largest Badminton Rally
Event conceived by Mindshare and produced in partnership with Proximity and Fulford PR

Mindshare Invention unit created marketing history by conceptualising an activation platform for Aviva as a run-up to the Aviva Badminton Open 2009.

More than 600 Singaporeans from all age-groups took part in a day-long event on May 23 at the Raffles City mall to set a record for the World’s Largest Badminton Rally.

Shaun Meadows, CEO Aviva, Singapore & Hong Kong, launched the record attempt by sending a shuttlecock across to Paul Hughes, Aviva’s Director of Strategic Development. They were joined by Singapore's national players Ronald Susilo and Kendrick Lee.

The longest rally was achieved at 2.55pm with a total of 96 different people each hitting a shot in one continuous rally. Youth players; Goh Noriko and Tan Kiah Hui; and national doubles players cum sisters, Vanessa and Samantha Neo were part of this record-setting group.

Paul Hughes, Director of Strategic Development said, “We are ecstatic about setting a world record in the run up to the Aviva Open Singapore 2009. And we couldn’t be more pleased with the way the Aviva brand had engaged with the Singaporean community across all segments, generations and races via this unique idea.”

“Badminton is one of the largest participatory sports in Singapore, and going for the world record engages consumers with Aviva in an idea they love to share”, said Bharad Ramesh, deputy leader Mindshare Singapore, who was also one of the 96 participants in the record-setting group.

One of the most popular sporting events in Singapore, the Aviva Open Singapore will take place at the Singapore Indoor Stadium from 9 to 14 June 2009 and a star-studded line-up is expected to battle for the total prize purse of US$200,000.

Some public links to the record :

Guinness World Records
http://community.guinnessworldrecords.com/_Most-People-Participating-in-a-Badminton-Rally/BLOG/287133/7691.html

Channel News Asia
http://www.channelnewsasia.com/stories/singaporelocalnews/view/431261/1/.html