Samba, Sumo, and Smirnoff: Life after dark at Spikes

The second night of the Spikes Asia 2011 festival saw five agencies, Starcom, McCann, Ogilvy, Lowe, and JWT, hosting 'Networking after dark' events around Singapore.

Starcom once again played to its planning strengths and held its bash on site at the Suntec centre, attracting the consumer at source. As one senior Starcom exec said: "We are all about the mass." Check out the pictures here.

McCann's event had the look and feel of a warehouse rave from the late 1980s. The agency took over an empty floor of an office building and filled it with drinks, a smoke machine and some very leggy female temporary staff. And just in case that was not enough, McCann laid on sumo wresting, X-Box and a bucking bronco machine. The latter was expertly demonstrated by McCann's regional managing director, Charles Cadell. For 24 seconds at least. See pictures here.

JWT, which once again made use of the WPP building on Scotts Road, held a great party but was ultimately the victim of its own success. By midnight, the only refreshments available were vodka and Red Bull, hot dogs and popcorn. Members of the local constabulory appeared around 11pm, possibly to protect party-goers from falling in the pool. See the pictures here.

Rumours of an alcohol shortage at Ogilvy's office event proved to be far from true. While the beer ran out earlier than expected, there was plenty of Smirnoff on offer to keep the party going. That, combined with the live band, kept revelers on site well in to the night. Pictures from that event here.

Taking the most plaudits was debutant Lowe. The agency took over three bars near Club Street and lived up to the brand promise of a street carnival atmosphere. You just know there is a good party in flow when the police come around to attempt to keep revellers in check. See the pictures here.

Full marks to Lowe also for its activation efforts. The agency's glamourous carnival girls could be seen outside all of its competitor's parties, encouraging delagates to join Lowe. A bit cheeky? Sure, but it worked a treat.