Brief Explanation

Aviva wanted to leverage the title sponsorship of the Ironman triathlon- perceived to be an elite sport by ordinary Singaporeans who struggled to see the sport’s relevance to financial planning. Mindshare’s solution was to link the rigors of training for the sport with financial planning by showcasing real-life ordinary Singaporeans who participate in the Ironman event. These are ordinary people, with regular day jobs, who take the time, have the passion and make the commitment, to train for this grueling challenge. The key message of the two films is that the attributes needed to compete in the Aviva Ironman 70.3 Singapore such as self-discipline, perseverance, tenacity, a long term view, commitment, are the same that one needs when thinking about personal finances.