TBWA Singapore brings back 'The ultimate start-up space' contest

Launched in 2010, the campaign seeks to find Singapore's next big business idea. TBWA Singapore said the 2011 version is an online social commerce concept unlike anything attempted before through a concept called crowdfunding. This allows the general public to influence the outcome of the competition by pledging funds for their favourite among the top 10 finalists. Crowdfunding will contribute 20 per cent of the finalists' total score.

The online campaign on its website also includes a call-for-entries film,  direct communication materials, as well as print ads.

This year's winner will occupy a 1,400 square foot space at the heart of Singapore's CBD with rental costs fully funded by Martell VSOP for one year, to go along with a prize money of S$170,000 including S$20,000 in start-up capital. In addition, they will receive an executive education from international graduate training school INSEAD and mentoring from two of Singapore's most successful entrepreneurs: Jimmy Fong, CEO of Epicentre and Low Cheong Kee, managing director of Home-Fix DIY. INSEAD will also provide business management training for the ten finalists.

Last year's inaugural edition attracted over 200 entries, and contest winners Cherilyn Tan and Jamie Koh saw their business idea brought to life with the opening of the Chupitos Bar in Clarke Quay. Its concept lies in the fact that customers never have to have the same shot twice in the bar.

"The Ultimate Start-Up Space is so much more than just a competition to find a great new business concept," remarked Nirmalo Wilkes, TBWA\Group Singapore regional director. "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 director(s) Gary Steele, Hagan de Villiers
Art director(s) Reginald Ocampo, Danny Teo
Copywriter(s) James Holman, Ben Tan
Photographer Gary Steele
Digital designer(s) / artist(s)  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 (print), Film Mall One (video)
Production company head producer Jared Hong, Digitalis
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 developer  Sean Tan, Tony Chew
Programming  Sean Tan, Hilwan Idus