The Search for Singapore’s Next Big Success
TBWA\Singapore Creates Media Arts-led Campaign for Martell VSOP
‘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 headstart in the highly competitive local
business scene.
Created for Martell VSOP by TBWA\Group Singapore, the concept provides
the winner with everything they need to succeed: a shop space, start-up
capital and expert advice on how to build and run a business. It’s a
project that truly embraces the TBWA mantra of Disruption and gives
Singaporeans the chance to ‘Rise Above’ in a way that no other cognac
brand has ever attempted before.
Building 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 1,400 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
S$20,000 in start-up capital, an Executive Education from INSEAD and
mentoring from two of Singapore’s most successful entrepreneurs – Mr
Jimmy Fong, Chief Executive Officer of Epicentre and Mr. 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 Mr Fong and
Mr 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 the public to influence the outcome of the competition by
pledging funds for their favourite among the ten finalists,
contributing 20% to the top ten finalists’ total score – hence, the
winning idea gets off to a flying start!
The extensive online campaign (www.ultimatestartupspace.com.sg) also
includes a call-for-entries film and direct communication supported by
print ads.
