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!

Ugly Wudi Ranks Number One

In China, a lot of hype has been generated in the last few months, and no, it’s not the Beijing Olympics, it’s Ugly Wudi or Ugly Betty’s Chinese equivalent. On the back of Hunan TV purchasing the rights to the Ugly Betty format, MindShare Invention has been a key stakeholder using this adapted series to leverage a value opportunity via integrated content and title sponsorship for Unilever across a portfolio of their product range which includes Dove and Lipton among others.

Attracting a massive 73 million viewers on opening night, Ugly Wudi came up tops, beating other syndicated Ugly Betty version’s in US, UK, Mexico and India to become one of the most successful branded content programmes ever broadcasted.

Ranking number one in its time slot across 30 markets, Ugly Wudi, garnered an audience share of 8.7% whilst delivering a 11.6% audience share for the younger, harder to reach 4 – 23 year old segment. The highly anticipated second season is due to launch on 5 January 2009 with seasons three, four and five already in the pipeline.

With the increase of clutter within the advertising space, content projects like Ugly Wudi in China are increasingly seen as a solution for brands to engage consumers to communicate the brand essence and values.

Congratulations to Mateo Eaton and team!

Electrifying fashion label roccobarocco launches its bags and accessories in Singapore!

High street fashion label roccobarocco has arrived in Singapore from the runways of Italy! A brand synonymous with style and quality, roccobarocco is a brand for the trendsetters and for the lady who is looking for a sophisticated statement piece that personifies her individuality.

The roccobarocco woman is uninhibited in her style and appreciates the intricacy of details and the innovative mix of materials to give her style an added oomph factor. The brand redefines femininity with designs that oozes attitude with sophistication while accentuating her feminine sensuality.

The A/W08 Collection presents a series of surprises as he cleverly lifts silent materials and muted colours with patent, bling and gold embellishments. Metal accessories, intricate embroidery designs and an innovative and refreshing play of materials is also evident in several collections this season.

The Italian high street fashion label was officially launched on 23rd October at Fashion Bar. It was a night of revelry as we celebrated the official launch in Singapore and showcased the A/W08 bags and accessories collection on an interesting display of body-painted live static mannequins.

Lianbee-Jeco is the appointed exclusive distributor of bags and accessories for premium Italian label roccobarocco, in Singapore and Indonesia. With the addition of prominent fashion label roccobarocco to its stable of brands, Lianbee-Jeco now boasts a full complement of premium leather goods and high fashion bags and accessories. Lianbee-Jeco is proud to be associated with high fashion label roccobarocco, bringing fashion to a different level with the brand’s bold and distinctive style. The bags and accessories line from roccobarocco is available in Singapore at Takashimaya Department Store, Level 2.

MindShare unveils rebrand

Media network Mindshare has updated its identity by introducing a new company logo and altering its name. The WPP subsidiary has replaced its purple logo with a purple and blue swirled sign and has adopted a lower-case 's' in its name, changing it from MindShare to Mindshare.

"The logo has longevity, simplicity and flexibility - it’s future-proof," said Mindshare Worldwide’s marketing director Ailsa Lochrie. "And it’s purple. We’re always going to be purple people."The rebranding is consistent with the agency’s global restructure process, announced earlier in the year, which has included the introduction of new management and tools.The logo was designed by London agency Moving Brands following a pitch that included ten companies.