2012 Winners & Shortlists

Results and Effectiveness

This short story – video format demonstrated • Mindshare Original Thinking • Leadership and creativity in responding to the client requests • Team integration and expertise • Understanding of client’s business • Opening a conversation platform with the client before meeting them And most importantly – WE WON THE BUSINESS

Creative Execution

To break the ice and stand out from the competition, we showcased the team’s collaboration in their journey delivering this pitch, through a short story-video format, on the scheduled day of the document delivery to the client. In the video, we created SES, (the Search Engine Specialist) who managed it all, an optimizer, (similar Top Gear Stig) whose master expertise is required for accurate and precise document delivery. The video highlighted the team’s speedy turn around on the RFP; through the use of the Google Search platform. The team sourced all required assets to ensure a prompt delivery of the RFP. The YAS Marina circuit thrill was pushed through the use of “The Optimizer”, a secret site for the handover of the document (Transporter Style), and finally the document delivery to Mr. Jawad (procurement dept.) on time at YAS Marine Circuit The video was then posted on Youtube, http://www.youtube.com/watch?v=01UN5cp6S8o

Insights, Strategy and the Idea

The client invited Mindshare and other leading agencies to pitch for their SEO, SEM and Web analytic & optimization. (RFP Invitation) It was evident from the beginning, the verdict of the pitch would be price driven, under the scrutiny of the procurement department. However, the client’s marketing department wanted the agency to demonstrate its strength in • Team integration • Understanding of their business • Speed of response • Accuracy And finally, to deliver the document in a sealed envelope to their procurement department (on Nov 10th before 12:00 noon) So, we wanted to convert this RFP from a cut and dry price led exercise, to an Original Thinking piece.