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The Ultimate Start-up Space


TBWA\Singapore Creates Media Arts-led Campaign for Martell VSOP - The Ultimate Start-up Space is back. The unique concept that....

The Ultimate Start-up Space
‘The Ultimate Start-up Space’ - 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 head start in the highly competitive local business scene.
Created for 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. 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.
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 – Mr Jimmy Fong, the Chief Executive Officer of Epicentre, and Mr. Low Cheong Kee, Managing Director, of Home-Fix DIY.
What’s more, 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 members of the general public to influence the outcome of the competition by pledging funds for their favourite among the ten finalists. Crowdfunding will contribute 20 percent of the top ten finalists’ total score, and will mean that the winning idea gets off to a flying start.
The Ultimate Start-up Space is the perfect expression of TBWA’s drive towards campaigns that totally embrace Media Arts, their signature practice of creating communications that can live and work in any media, and engage their target audience on several levels.
The extensive online campaign (, 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.”
Wilkes added, “The whole campaign really fits with the Martell VSOP challenge to ‘Rise Above,’ and as it’s done in a way that fully embraces Media Arts, we think we’ve found the perfect mix.”
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