MindShare takes 3D results direct to clients

<P>MindShare is taking its new 3D research findings direct to key clients, using niche media channels to build awareness of the latest phase of the study.</P> <P>The 3D Singapore launch campaign, created in conjunction with WPP sister agency JWT, sees a number of different media executions, including one that has never been used before. A new MMS platform allows the delivery of the creative - featuring relevant insights from the study - via a personalised, animated, music-based message direct to the mobile phones of key Singapore marketers. </P> <P>Outdoor AdShel bus shelter posters, meanwhile, have been fitted with dummy CCTV cameras, to make it appear that consumers are being watched. Other channels include screens in office building lobbies and lifts, e-DM and DM, as well as press and TV ads. According to MindShare Singapore chief executive officer Manpreet Singh, the choice of channels reflect the increasing importance of these vehicles, even in Singapore's print-heavy market.</P> <P>"We're trying to make it a little more interactive, so marketers can say that they know their consumers," explained Singh. "The point is that we have insights which enable brands to create marketing solutions."</P> <P>This year's 3D study merges brand preference, psychographics and media engagement to "measure relationships and put this into the context of changing social values and pressures", said Singh. "If you're a working person, you need to know who your consumers are. There is not much usable research out there that goes in-depth."<BR></P>