The Power of One Day (more photos)

The Power of One Day (more photos)

Mindshare Singapore appoints Managing Director

Mindshare Singapore has announced the appointment of Peter Diermayr as its new Managing Director, effective immediately.

Diermayr, who has been a Client Leader in the Mindshare Asia-Pacific regional team since 2008, will be responsible for maintaining the agency's leadership position in the market and for rolling out new services for clients, especially in the areas of digital, content, activation and analytics.

Diermayr will report directly to James Chadwick, GroupM Singapore CEO, and will also have a reporting line to Ashutosh Srivastava, Mindshare Asia-Pacific Leader. Since arriving in Singapore as Regional Account Director for Wunderman Asia Pacific in the year 2000, Diermayr has held various management roles in WPP companies, and will bring a fresh expertise to the agency in the fields of relationship and digital marketing.

Diermayr commented:

"I'm absolutely delighted about this new role, and I can't think of a more exciting challenge than steering this agency into the next decade of growth. Having worked with the Mindshare Singapore team of Directors for the past 18 months, I feel honoured to join and lead them, and I know we can achieve great things together, for our clients and for all the talent in the agency."

Chadwick commented:

"Peter's the perfect guy for this role. He has an Austrian accent like Arnold Schwarzenegger, and in many ways he shares the same determination in business as Arnie in some of his films! But he's also got a very soft-touch with people and complex marketing challenges, and he brings a whole new world of expertise into the agency. He's committed long-term to Singapore, and our clients and our people are going to love working with Peter."

Peter Diermayr's previous appointments:


2008 Partner, Client Leadership, Mindshare APAC
2006 Group Engagement Director, Blue Interactive Marketing, APAC
2004 Client Service Director, Wunderman Germany
2000 Regional Account Director, Wunderman Asia Pacific
1997 Director, Advertising-, Sales Promotions- and Internet, Renault Austria

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

Mindshare Singapore Creates 'Arresting' Nissan Campaign

Don’t say you don’t know because ignorance is now a crime!

Nissan Singapore rolled out an integrated advertising campaign, using an endearing policeman persona, Sergeant Kam Liat Yu, to create buzz for its latest Nissan $300,000 Cash Windfall Campaign that runs from mid October 2009 to February 2010.

Mindshare Singapore’s Invention Unit was tasked to develop a communications platform to drive awareness and engagement for the 4-month long promotion, on a limited budget. Mindshare's response was to steer away from expensive traditional platforms, with a stronger focus on digital and guerilla. Mindshare proposed the campaign premise of 'It's a crime to ignore cash".

Throughout the campaign, consumers who place an order of a vehicle from Tan Chong Motor can participate in one of four monthly draws, and stand a chance to cash prizes worth more than $300,000, including an exciting windfall of $88,888.
From 12 October to 15 November, the guerrilla stunt centred on Sergeant Kam Liat Yu, whose name is a play of dialect and English that means "Come catch you", will be set in motion, commencing from Singapore’s busiest commercial districts to other parts of the island in a series of three activations to create awareness on the campaign.

Sergeant Kam, an oversized policeman, will patrol around the vicinity, with three ignorant offenders who have their heads covered in brown paper bags. Playing on the tagline, "It is a crime to ignore $300,000 cash!", Sergeant Kam will "fine" people who are unaware about the campaign by handing them ‘summon’ tickets or brown paper bags with details of the Nissan campaign.

The campaign will target several media platforms, including radio broadcast, print and online to drive awareness. Teaser EDMs will be released in early October 2009, followed by launch advertisements in newspapers.

Leveraging on ever-popular social media tool, Facebook, Nissan will also drive fan page sign-ups to spread word-of-mouth awareness for the campaign. Fans of Nissan Singapore will be able to register at Nissan’s microsite to qualify for an opportunity to win $500 fast cash, which will be handed out in 10 rounds in the month of October. Other attractive prizes will also be up for grabs in subsequent months.

Mr. Ron Lim, General Manager, Sales and Marketing of Tan Chong Motor Sales said, "Through our multi-pronged approach in targeting various platforms, we are confident that this tongue-in-cheek campaign will be a success. Tan Chong Motor has always aimed to capture the hearts of our consumers in fun and entertaining ways and this time’s no exception!"

"Mindshare is proud to have played a key role in the strategic direction of the campaign, and our open-source platform allowed us to find the most appropriate vendors to manage the different campaign components, such as social media and guerilla marketing,' said Jimmy Lim, Executive Director of Mindshare Singapore.