Mindshare scores again at SOAA 2008

Mindshare’s OOH works with Saatchi & Saatchi on APB’s (Asia Pacific Breweries) Tiger and Guinness outdoor campaigns delivered wins at the Singapore Outdoor Advertising Awards 2008.

Tiger’s ‘Games’ campaign installed at the Orchard underpass received the Special Award for ‘Best Use Of Media’.

Guinness ‘9 Ball Tour 2008’ campaign scored a bronze for the MRT station category and the ‘Marketing Director’s Choice’ award.

‘We have a client who strongly believes in pushing the boundaries of creativity and the creative usage of OOH channels. These awards are a testament of our solid partnership with Saatchi and APB,’ said Jimmy Lim, Mindshare Singapore’s executive director.

Brian Stoller on Mobile Marketing

In the digital age, the media can make or break brands. The scrutiny of brands by the media – and the control of consumers over their media consumption – is more intense than ever before. Skilful and creative management of media is the critical factor for a brand to flourish.

Brands are no longer solely driven by ideas or ideals, but by a complex series of exchanges between consumer, brand and corporation. Good marketing and good business are based on an equal exchange between brand and consumer. With its always-on, always present characteristics, mobile provides the most pervasive technology to create response mechanisms and entry points for constructing an exchange
between consumer and brand.

Agencies that have extended themselves beyond simple ad placement and into content invention and exchange management will emerge as the winners within mobile marketing, as they will bring stronger integration of technologies into large-scale marketing initiatives.

In the last decade, we have witnessed a significant increase in mobile phone penetration across many countries in Asia; China alone has over 500 million users, and is still growing at rapid rates. As mobile technologies continue their rapid pace of development, and audiences migrate to “the third screen” as a primary source of information and entertainment, mobile marketing will emerge as the most important channel for generating a consumer exchange.

No agency has had as exhaustive experience as Mindshare in mobile marketing. The mobile area is our expertise, having won more mobile awards for major campaigns around the globe including this year’s Venice Festival of Media for China’s Nike Zoom campaign.

Our staff come from a wide range of mobile specialists and is active in speaking at mobile conferences and within the MMA (Mobile Marketing Association). By partnering closely with several of the region’s leading major mobile vendors and Telco operators across Asia, Mindshare is able to secure unique, never-been-done before opportunities for clients seeking to take advantage of this exciting new media.

Mindshare’s recent restructure reflects our strengthening commitment to digital and to creating the first real competitive marketing and media solutions network.

Brian Stoller
Mindshare
Partner - Invention, Asia Pacific

Mindshare rings in the changes in mobile across Asia Pacific

Mindshare has teamed with Marketing magazine in Asia to create the definitive guide to mobile marketing. The supplement titled 'Marketing 101. Mobile Marketing', defines major innovations in the sector and helps clients to best use mobile to reach their target audience.

As Marketing magazine's second series of Marketing 101, it tapped on the expertise of Mindshare for guidance on how to navigate this emerging field. Mindshare has been a long time supporter of inviting interaction with the digital advertising space.

For a PDF copy of the full supplement, kindly email the following persons :

Jimmy.Lim@mindshareworld.com

or

Melissa.Tang@mindshareworld.com

Mindshare Says ‘Hello Moto’

Motorola recently challenged Mindshare to reach out to young serial communicators who cannot live without being connected to their friends, but the campaign would need to run without the normal online display advertising.

We leveraged on users’ close affinity with social networks and launched 2 Facebook applications as well as a ‘Q blogging contest’ on Nuffnang. Over 2,000 people added the Facebook applications and invited a further 600 people to join them.

The blogging contest attracted 600,000 people who saw the promotion ads for Q and over 1,300 blogs embedded the Q character as part of their blogs during the contest duration.

Nike Engages Basketball Crazy Kids with Lebron James

Mindshare recently managed a Nike kids marketing programme leveraging on NBA top star LeBron James (LBJ). The digital campaign involved creating various character profiles for LBJ with the aim of making him “accessible” within Friendster.

Users could add any profile of LeBron James as their Buddy, depending on their interests. This activity effectively sieved out ONLY the Basketball crazy community, a tough audience to target online.

The campaign received sign-ups from 2,861 kids as LBJ fans. 27% of users who viewed the profile pages registered to be LBJ Fans. 23,000 clicks were driven to the Nike LeBron James site. Total exposure exceeded 22 million impressions.

Mindshare Catches Singapore GP Fever with Nescafe/Hamilton

Nescafe recently launched the Nescafe Catch Lewis Campaign in conjunction with Singapore’s first ever Formula One race.

Consumers are led to the campaign website www.catchlewis.com to participate in an online game. The fastest, most accurate 'racer' gets to catch Lewis Hamilton in person during the Singapore GP and hang out with him for real.

This online engagement platform was designed to boost canned coffee sales and increase the cool factor of the beverage, particularly in the lead-up to and during the Singapore F1 Grand Prix.

Mindshare Singapore’s Interaction team managed the campaign’s online platforms which included search engine marketing, MSN and banners across a variety of websites.

F&N Magnolia Yoghurt Smoothie - Yoghurt Drink with a Twist

Introducing the latest yoghurt creation "F&N Magnolia Yoghurt Smoothie" the only yoghurt drink with chewy fruit bits that gives you a whole new beverage experience!

The perfect complement to your active lifestyle, F&N Magnolia Yoghurt Smoothie is made from non-fat yoghurt and real fruit juice. It is zero percent fat and contains calcium to support the development of strong bones and teeth. Furthermore, it also has BioLive cultures, a specially formulated ingredient that contains live cultures to maintain a healthy digestive system for everyone.

Available in two delicious flavours Strawberry with Nata de Coco, and Mango with Orange Sacs, F&N Magnolia Yoghurt Smoothie is the ultimate guilt-free indulgence. Enjoy the sensation of crunchy Nata de Coco bits or juicy orange pulp for a truly refreshing yoghurt experience. A perfect pick me up anytime of the day! Its trans-fat free formulation has also gained it the "Healthier Choice" logo by the Health Promotion Board, so you can be assured that you are enjoying nothing but yoghurt smoothie bursting with fruity goodness.

The introduction of F&N Magnolia Yoghurt Smoothie follows the successful launch of F&N Magnolia Yoghurt Petite ice-cream early this year. With the growing demand for food products with live cultures, F&N continues to deliver beverages that enhances one’s drinking experience, promoting a healthy digestive system without compromising on taste and convenience.

Get your healthy fix at all leading supermarkets, convenience stores and selected general retail outlets today!