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.

Mindshare Singapore voted as Media Agency Of The Year for 5th consecutive year!

Mindshare Singapore is yet again the Marketing Magazine Media Agency of the Year! This is the 5th year in a row the Singapore office have won the award. The awards were given to agencies in different categories, not evaluated by a panel of judges, like most awards, but voted through a survey by close to a thousand senior clients & industry leaders.

Apart from being voted as the Media Agency of the Year 2009, Singapore was also voted top 5 in 2 new digital categories this year :


1. Online Advertising Agency : # 4
Mindshare was one of only 2 media agencies voted in this category where the Bronze award escaped from it by a mere one vote!

2. Search Marketing Agency : # 5
Mindshare was the ONLY media agency voted in this category!

Marketing Magazine attributed Mindshare Singapore’s unprecedented success to its ability to react swiftly to the uncertainty of the economy and resulting needs of its clients. It reported that the office had been busy expanding its service offering and expertise in new areas such as content creation, activation and sports sponsorship. Mindshare also launched new platforms like M-Xchange, M-Alert and M-Networking which were aimed at helping clients counteract the repercussions of the recession.

For instance, M-Xchange allows collaborations between clients to share marketing resources in order to generate better returns on their campaigns’ investments. While M-Alert was a media channel launched to help its clients to advertise their campaigns across its rich database of clients, partners, as well as the Group M and WPP networks in Singapore. Lastly, M-Networking is an industry outreach programme for clients and media partners to meet every 2 months to share and receive the marketing world's best practices.

‘As a result of the slump, some advertisers started to source for agencies that could offer more services through a single gateway, and our new business structure enabled us to meet those needs. A single-sourced partner like us enables marketers to be more efficient as it allows them to implement integrated campaigns with lesser vendors and this win is a reflection that they are buying into this philosophy,’ Sony Wong, leader of Mindshare Singapore, said.

On the new business front, Marketing also reported the office’s prolific streak of bagging major accounts like Aviva, TMP, Bank Julius Baer, Health Promotion Board and Sime Darby Motor Group. They were accounts like Nissan and Olympus which appointed Mindshare without a pitch, with the biggest coup being the capture of Starhub, Singapore’s 2nd largest telco. The office snapped the account from ZenithOptimedia.
Long standing clients such as Asia Pacific Breweries, CMC Markets and Zuji also extended their relationship with the agency.

In terms of high profile work, Marketing noted its recent Tiger beer ‘Winning The World Over’ digital work and Kotex’s “Be Absolutely U’ integrated content platform. Another highlight was its branded content partnership with Singapore’s Playboy edition, VIP Mag and television channel AXN to launch the VIP publication. In the area of activation, the office successfully executed the Aviva’s Guinness Book of World Records for the Longest Badminton Rally, Nissan 307Z Tokyo Rendezvous campaign, Nissan Summer Car Wash Charity Campaign as well as the Nestle Gold Chocolate “Valentine’s Day’ campaign.

‘The company culture has morphed into a media-neutral creative solutions partner to help us create competitive advantages for our clients’ businesses as marketers face intense pressure to deliver results rapidly,’ said Jimmy Lim, executive director.

Mindshare Invention Creates Marketing Programme for Nissan

The first in a series of upcoming marketing activities that are based on a consumer engagement platform conceptualised and managed by Mindshare, Nissan recently launched the 'Nissan Summer Car Wash' campaign.

The campaign comprises of a summer festival at its showrooms on Aug 1 and 2, with key highlights such as Charity Car Wash and a Charity Dunking Game involving OMY celebrity bloggers like Holly Jean and Naomi Liu. Other activities to keep visitors busy at the summer festival include water games like 'Spongy Summer Sponge' and 'Summer Super Shooter'. Visitors can also look forward to winning a trip to Tokyo at the summer festival.

'Ultimately, the automotive sector in Singapore will become increasingly competitive and marques need to be more innovative in their marketing by being more relevant in the consumer journeys. The Nissan Lifestyle Series programme is designed to present Nissan showrooms not as cold hard places for car viewings only, but also as a lifestyle destination of choice,' says Jimmy Lim, executive director of Mindshare Singapore.

In partnership with SPH Asiaone Network, Mindshare is also managing the campaign's online awareness and database marketing programme. In addition, Mindshare was also tasked to manage sponsorship opportunities for the platform. Zuji, a Mindshare client, was roped in for the current campaign.

'The Nissan marketing platform is one of the various platforms created and managed by Mindshare's Invention unit, showcasing our capabilities beyond media buying services,' adds Lim.


NB : THE INVENTION PROCESS 101

Invention is where we reinvent the industry, through blending our core skill of contact planning with our newest skill of content planning. Channel and content experts working together to generate and execute consumer journeys, instead of a factory from the last century churning out 30” TV commercials and banners and buttons for the web.

Invention focuses on the combination of contact and content – both being crucially important. The reach delivered by the smartest comms plan will be synergistic with the invention of content, services and applications that capture the attention of our clients' customers – essentially creating the ideal customer journey. We know that some of the most effective work comes when media and creative people work closely together –and Invention gives us a structure that can be game changing.

Having agreed the platform and architecture both internally and with clients, our team will move into production. They will work with craft specialists to develop the campaign assets – our open source approach allows us to collaborate with the most appropriate talent and media partner.

The Invention production people will know the best people to create TV programming, build microsites, develop mobile applications, organize live events and execute retail promotions and will commission (and manage) them to work on these projects.

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