Tiger wins again at Singapore Media Awards 2009

The Tiger and Mindshare partnership added to its SMA 2008 'Best Use of Outdoor' trophy collection by winning SMA 2009 'Best Use of Newspaper' category for its Tiger Football Survival Kit campaign.

Here is a snapshot of the award winning campaign.

Tiger beer is the TV broadcast sponsor of the English Premier League football championship. This has entrenched the Tiger brand in the hearts and minds of football fans in Singapore.

Its football KPIs are measured as :

a) NFS
‘Nett Football Score’ in the TNS Malt Liquor Brand Tracking (MLBT) Survey.

b) NGF
‘Nett Gap Factor’, the Percentage Difference between Tiger NFS and Carlsberg NFS

Tiger NFS – Carlsberg NFS
______________________ x 100%

Tiger NFS

If positive (+%) = Tiger wins
If negative (-%) = Carlsberg wins

As Tiger started its football campaign in August 2008, its monthly NFS has been declining and it recorded its worst NGF score in June 2008, due to the previous Carlsberg’s massive Euro 2008 campaign.

So Tiger needed a remedy to restore healthy connections with the football fans, not only as the leading brand in football, but as the brand who truly understand the fans’ football experiences.

'Instead of simply running a series of advertisements to announce the sponsorship of yet another English Premier League season, which would also have mirrored the Carlsberg Euro 2008 campaign, Tiger needed to create conversations among the fans to rejuvenate its affinity with football and to recapture share of minds,' said Jimmy Lim, Head of Invention of Mindshare Singapore.

From a series of focus groups, we found out that football fans will go through great lengths to enjoy the EPL telecasts. They do not want to miss a single beat of the 40 weeks of non-stop football action.

But they have their daily routines such as work, social lives and family commitments that will constantly distract them from truly enjoying the EPL action.

To make matters worse, the suspense of watching their teams battle in the world’s most competitive football league will increase their stress levels.

We leveraged on the fact that The New Paper is the de facto source for the latest news surrounding the EPL.

To create immediate traction for Tiger’s football package sponsorship in The New Paper, we conceptualised and produced a Tiger Football Survival Kit for fans to survive potential ordeals over the course of the new 2008/09 English Premier League season.

The results? Tiger's average NFS was higher than Carlsberg from August 08 till May 09. Not only that, Tiger's NGF was reversed from negative to positive over Carlsberg for 7 consecutive months!

Mindshare joins MDA’s efforts to foster more Content 360TV programme development

Mindshare was one of the guest speaking organisations at the Content 360TV Seminar organised by the Media Development Authority of Singapore (MDA), held at Fusionopolis recently.

The Seminar highlighted the growth of video content development beyond the usual television screen, and the integration of various social media tools in such content, to create a 360TV experience for audiences.

MDA aims to catalyse the development of new media properties, or episodic online video programmes distributed exclusively online in partnership with sponsors and online distribution partners. Such media properties or formats should harness the interactive and versatile capabilities of new media platforms, including but not limited to handheld devices, internet channels and social media platforms, to generate international viewership.

Speaking at the Content 360TV Seminar, Jimmy Lim, Executive Director and Head of Invention for Mindshare Singapore, shared Mindshare's multiplatform content development strategies, from conceptualisation, to development, to marketing - essentially, the creative and commercial insights on development of video content properties beyond the traditional media format.

He shared real case examples from the regional Mindshare Invention network, that not only demonstrated the 360 immersive viewer experience, but also have the viable, if not sustainable, business model(s) ranging from advertising to direct participation.

'We are proud to be the pioneer in this next frontier advocacy with the MDA, as we hope it will help both aspiring and professional content producers in Singapore become future forces in popular cultures. In time, we will also be assisting some of these producers to build sustainable business models around their content, through our business planning consultancy unit,' said Jimmy Lim.

Yeo Chun Cheng, MDA’s Chief Information Officer and Director of Broadcast and Music, said: “MDA is pleased that Mindshare is able to give their perspective on Content 360TV and share their expertise with our media content producers. We hope to see more media content which harnesses the merits of new media and delivery platforms to engage viewers and will continue to encourage and facilitate collaborations between Singapore and international media partners to develop next-generation multiplatform content that is innovative and compelling.”

Nissan and Mindshare spread fortune to Singaporeans

Nissan Singapore recently announced that Sgt Kam has gone on leave after spending 3 gruelling months 'nabbing' ignorant consumers unaware of its $300,000 Cash Windfall promotion.

With a turbulent 2009 behind us, and in view of the upcoming Chinese New Year, Mindshare conceptualised a prosperous idea in which Nissan Singapore dispatched the 'God Of Fortune' to spread good luck to all Singaporeans during the weekends. The God Of Fortune was accompanied by 2 pretty lasses who handed out mocked 4D tickets with details of its promotion.

'Based on the insights that every new year, Singapore is usually caught up in the euphoria of the annual Hong Bao Toto Draw, we decided to play on this theme, and who knows, one of the consumers may actually win big because he was blessed by Nissan's God Of Fortune,' said Jimmy Lim, Head of Invention for Mindshare Singapore.

The campaign is also supported by newspaper and on Nissan's Facebook Fan Page.

www.nissan.com.sg/windfall