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Mindshare Aviva Guinness World Record

27 May, 2009

Aviva has successfully engaged its brand across segments and generations of Singaporeans to set a Guinness World Record for the World’s Largest Badminton Rally. An event conceived by Mindshare and produced in partnership with Proximity and Fulford PR.

More than 600 Singaporeans from all age-groups took part in a day-long event on May 23 at the Raffles City mall to set a record for the World’s Largest Badminton Rally. The event was held as a run-up to the Aviva Badminton Open, to be held on 9 – 14 June, 2009.
Shaun Meadows, CEO Aviva, Singapore & Hong Kong, launched the record attempt by sending a shuttlecock across to Paul Hughes, Aviva’s Director of Strategic Development. They were joined by Singapore's national players Ronald Susilo and Kendrick Lee.

The longest rally was achieved at 2.55pm with a total of 96 different people each hitting a shot in one continuous rally. Youth players; Goh Noriko and Tan Kiah Hui; and national doubles players cum sisters, Vanessa and Samantha Neo were part of this record-setting group.
Paul Hughes, Director of Strategic Development said, “We are ecstatic about setting a world record in the run up to the Aviva Open Singapore 2009. And we couldn’t be more pleased with the way the Aviva brand had engaged with the Singaporean community across all segments, generations and races via this unique idea.”

“Badminton is one of the largest participatory sports in Singapore, and going for the world record engages consumers with Aviva in an idea they love to share”, said Bharad Ramesh, Deputy Leader Mindshare Singapore, who was also one of the 96 participants in the record-setting group.

One of the most popular sporting events in Singapore, the Aviva Open Singapore will take place at the Singapore Indoor Stadium from 9 to 14 June 2009 and a star-studded line-up is expected to battle for the total prize purse of US$200,000.

Official link - Guinness World Records:  

Notes to the Editor
Mindshare is a global marketing and media services network with billings in excess of $23 billion (source: RECMA).

Mindshare is Ad Age, Global Media Agency of the Year 2009.

The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, Middle East, and Asia Pacific; each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is a member of WPP, the world’s leading communications service group with $63.5bn in billings (source: RECMA).
For more information, please visit:

GroupM, the world’s leading full service media investment management operation, was created by WPP Group to oversee its assets in this sector. These assets include Mindshare, Mediaedge:cia, MediaCom and MAXUS. The focus of GroupM is the intelligent application of volume and scale in trading, innovation and quality of services, in order to bring benefit to clients and the companies it operates.

For more information, please visit:  

For further information, please contact:

Bharad Ramesh
Deputy Leader, Mindshare Singapore
Tel: +65-6395-0734 

Jeffrey Tsui
Executive, Marketing, Mindshare APAC
Tel: +852 2280 3276  

Acrobat Document mindshare_pressrelease_aviva_may09_guid3aa22fc721d.pdf

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