ASIA-PACIFIC – SINGAPORE, APRIL 2011 – ‘The Ultimate Start-up Space’ is back. The unique concept that generated buzz among Singapore’s budding entrepreneurs in 2010 has returned, with some major developments. This year, the winner of the search for Singapore’s next big business idea will get an even bigger head start in the highly competitive local business scene.
Created for cognac brand Martell VSOP by TBWA\Group Singapore, ‘The Ultimate Start-up Space’ concept provides the winner of the contest with everything they need to succeed: a shop space, start-up capital, and expert advice on how to build and run a business. The project embraces the TBWA mantra of Disruption and gives Singaporeans the chance to ‘Rise Above’ in new ways.
The Ultimate Start-up Space 2011 builds on the huge success of last year’s competition, which attracted more than 200 entries. Winners Cherilyn Tan and Jamie Koh saw their business idea brought to life with the opening of The Chupitos Bar in Clarke Quay – a bar where you never have to have the same shot twice.
This year’s winner will take over a 1400 square foot space in the heart of the CBD, with rental costs fully funded by Martell VSOP for an entire year.
The prize reward is worth more than S$170,000, including a S$20,000 in start-up capital, an Executive Education from INSEAD, and mentoring from two of Singapore’s most successful entrepreneurs – Jimmy Fong, the Chief Executive Officer of Epicentre, and Low Cheong Kee, Managing Director, of Home-Fix DIY.
INSEAD, the premier international graduate training school, will provide business management training for the ten finalists. Submissions will be judged by a panel of experts, including Fong and Low, and the winning idea will be selected based on originality, ingenuity and the potential to succeed.
New to this year’s competition is an online social commerce concept unlike anything attempted before – crowdfunding. Crowdfunding will allow members of the public to pledge funds for their favorite finalist, contributing 20% of the top ten finalists’ total score.
The extensive online campaign (www.ultimatestartupspace.com.sg), which also includes a call-for-entries film and direct communication materials, will be supported by print ads.
“‘The Ultimate Start-up Space’ is so much more than just a competition to find a great new business concept,” said Nirmalo Wilkes, TBWA\Group Singapore Regional Director, International Brands.
“Because it really does turn dreams into reality, it has sparked the imagination of the young, budding entrepreneur community and created a great amount of buzz. And now with the crowdfunding aspect of the campaign, everyone can take part, and help to decide the outcome.”
CREDITS
Project Name: Martell VSOP The Ultimate Start-Up Space 2
Creative Agency: TBWA\ Tequila Singapore
Client: Pernod Ricard Singapore
Creative Directors: Gary Steele, Hagan de Villiers
Art Directors: Reginald Ocampo, Danny Teo
Copywriters: James Holman, Ben Tan
Photographer: Gary Steele
Digital Designer: Camille Del Rosario
Typographer: Reginald Ocampo, Camille Del Rosario
Illustrator: Rainer Fernandez, Digitalis Pte Ltd
Modelmaker: Rainer Fernandez, Digitalis Pte Ltd
Visualizer: Rainer Fernandez, Digitalis Pte Ltd
Director: Film Mall One
Director of Photography: David Foo, Film Mall One
Editor: Iceberg
Production Company: Digitalis Pte Ltd (print), Film Mall One (video)
Production Company Head Producer: Jared Hong, Digitalis Pte Ltd
Executive Producer: Vinda Karunan
Agency Producer: Christopher Wong, Stephanie Hing
Account Service: Bibiana Lee, Jade Ong, Afiah Sawawi
Media Agency: OMD
Traffic: Kirkwilfred Lim
Interactive Group Head: Danny Teo
Senior Interactive Developers: Sean Tan, Tony Chew
Programming: Sean Tan, Hilwan Idus
Run Dates: March 2011
Category/Exposure: Print, Press, Online
Territories: Singapore
