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About Us
Our People
Our Work
ABOUT US
C3MS group exist to provide end to end digital
solutions for our clients in the digital space from
attention grabbing ideas to mobile applications,
social media campaigns to digital activation and
web design and is a a joint venture between Mill
Stirling and C3 interactive.
C3MS group has staff strength of over 60 people
in China, Philippines, Singapore and Indonesia,
with over 15 years of digital experience.
OUR BELIEF
We combine strategy, technology, creative and
media to make it easy for brands to navigate this
awesome new digital world.
We believe in conceiving, managing and
executing end to end digital campaigns so that
our client get to enjoy original thinking with well
crafted execution
OUR GROUP SERVICES
Creative Strategy and Consultancy
Copywriting and Art Direction
Design and Execution
Digital Consultancy and Digital Media
Web interface Design
Mobile Interface Design
Experiential Marketing and Event Management
Social Media CRM and e-PR.
MILLSTIRLING
Web System Development
Digital Backend Production
Email Marketing
Social Media Application Build
Mobile Application Build
Customer Management Tools
Campaign Tracking Tools
KEYPEOPLE
DANIEL WEE - CREATIVE HEAD
Over 15 years advertising creative and
interactive marketing and 6 years experience in
China. Most recently was head of Publicis
Modem, presently heads all creative strategies
for the Mill Stirling C3 interactive group.
Launch several key digital programmes for
Bates China that include Remy Martin and
Little Swan. Worked on Heineken, Remy
Martin China, Sony China, 2k Games group,
HTC, Porsche design mobile phones, HP and
Microsoft.
WILSON GOH - DIGITAL STRATEGIST
Over 10 years digital social CRM strategy and
digital marketing and 3 years experience in
China. Managed and consulted for DDB
Philippines, Oglivy China, Handled brand like
BMW, WATSONs, Manullife
Heads all Social CRM and digital initiatives for
the C3MS interactive group
OWEN SIM - TECHNOLOGIST
Over 7 years in digital technology
development and systems and 3 years
experience in China. Most recently head of
programming for a dot.com in Singapore.
Establish C3 interactive as technology team
of Mill Stirling in 2010, base in Shanghai.
Owen is also principle consultant for Philips
Digital in Greater China and have develop
numerous digital applications for C3 and Mill
Stirling’s client in the region.
JESLEY NEO- HEAD OF PROJECTS
Over 12 years in advertising creative and
interactive marketing. Most recently was MD of
Creative Boutique - A Little Shop, previous
stints in Bates, Leo Burnett and Publicis
Modem, worked on HTC, HP, Heineken, Remy
Martin, Nokia, Microsoft and Sony. Presently
heads digital projects C3MS group.
OUR CLIENTS
Our Integrated campaigns
PUMA / REDBULL:
BRAIN CONTROL
At a special PUMA/Red Bull Racing event featuring F1
champ Sebastian Vettel, a special game took patented
brainwave-measuring technology and applied it to a
toy car. The more you concentrated, while drinking
Red Bull, the faster the car.
PUMA:
HAPPY HUNTING
An online game inviting you to hunt for PUMA gear
prizes by searching through numerous bizarre fake
websites, including 'Cool Uncles' and 'Zip or Fart'.
Meanwhile offline, consumers were hunted by Happy
Hunting wolves in malls and rewarded if they wore
PUMA.
BLACKBERRY:
BASH EXPERIENCE
For BlackBerry and StarHub, we distilled the essence
of the mobile/telco partnership and from it came up
with the premise that formed a brand new kind of
rewards programme: great things should happen the
more you come together. And that wasn't just in the
privileges but in the way we mashed up technology
and entertainment at the kick-off event.
MAYBELLINE NY:
COLOUR SENSATIONAL
LIPSTICKS
We know that colour has a strong link to one’s
personality. So we decide to get our audience to take
psychological test to determine what colour personality
suits them best, and pair this with a suitable lip stick
shade from Maybelline’s colour sensational range. We
than followed this with a street activation.
MAYBELLINE NY:
IN-15MINS.
We conceived an online platform, In15mins.com, which
delivered makeup tips, lifestyle trends, and fashion
updates every fifteen minutes. These updates came
from a stable of ‘it’ girls who also were integral to
various live events such as a makeover reality show
and on-ground activation.
L'OREAL STUDIOLINE:
STYLE VS STYLE
To launch StudioLine's rebranding, a streetside dance-
off performance was staged with an interactive
element that allowed consumers online to vote for their
favourite 'gang' - the Slicks or the Streets. The
performance ending was choreographed according to
which gang won the final vote. Meanwhile, the site also
invited Stylehunters to contribute with their reports on
upcoming street culture.
INTEGRATION PORTFOLIO :
NPARKS - 20TH WOC
THE ORCHID MAN
The 20th World Orchid Conference is Singapore's
second chance to host the 'Olympics of Orchids'.
The idea was to broaden the appeal beyond flower
enthusiasts by showing how a humble orchid could
bring to ordinary Singaporeans 'A Little Piece of
Paradise'.
Web development and social media campaigns
our reel : http://youtu.be/Y1N0hT5ayS8
SKII- CHINA
DECLARE YOUR
PASSION
For Unilever China and Leo Burnett, we created an
application which sits in the SKII’s weibo site. This
application allowed the audience to “make passion
declaration” and share with their Weibo friends. A
collection of “passion declaration” where then
show-case on their Weibo for public viewing.
HONESTY TREE- CHINA
For the 2012 Christmas celebrations created a first of
it’s kind game-changing platform that seamlessly
integrates all your friends on Weibo, Facebook, Kaixin,
Renren and QQ together to decorate your personal
online Christmas tree with their honesty greetings or
emoticons
The more you participate the more customized
emoticons becomes available for you to decorate you
friend’s tree with your honesty greetings. You also get
to view a real-time honesty report card, which is
sharable, we had over 120,000 greetings, and close to
450,000 participation.
WORLD GOLD COUNCIL-
OUR LOVE STORY- CHINA
Love and romance is a popular theme amongst
Chinese in China, so we create “the Love Diary” a
collection of expressions of love that was completely
user generated. The audience get to customise
personalise their pages and send to friends. Postcard
versions were also posted on social media platform,
further spreading message to millions of couples in
love.
STARBUCKS CHINA-
KNOW YOUR BEANS
This campaign was for Starbuck new line of coffee
beans launches in China, we created an online
platform for users to better understand the different
types of coffee beans sold at Starbucks and the
story behind each beans. Users must choose from
the 14 different types of beans represented by 14
different shapes, user will pick one that they like
the most. User can also log in using their Weibo
account to see what types of beans did their friend
chosen
GLENLIVET- CHINA
GUARDIANS OF
GLENLIVET
Glenlivet china wanted a digital campaign that not
allow fans to connect with the brand through
Weibo, they want to inspired those how have
passed the 4 stage Guardian test to recruit through
weibo other worthy fans. Only Guardians deserve
to identify other Guardians.
YELLOW CAB PIZZA CO.:
SOCIAL CRM.
Social Media has the highest penetrate for consumer in
Philippine We develop content strategies and consumer
engagement social media CRM for YELLOW CAB
PIZZA CO Philippines’s largest local pizza chain. We
also manage all their total web presence,Facebook
campaigns application and twitter content development
LANCÔME:
EYE-BOOK
Imagine your social life went according to how your
eyes looked. To launch the new Renegie Multiple
Eyelift. We created a imaginary social network called
EyeBook, and depending on how you eyes looked, you
will receive different notifications and messages or
status updates. So naturally the better you looked the
more favourable your responses.
MAYBELLINE NY:
MOUSSE YOUR FRIENDS
Working with the facebook backend to pull your
friends’s data. You could alter your friends facbeook
profile pic, by blowing into the microphone. Upon
blowing an image will fly on the picture. Upon
completing your alterations you can than post on your
friends facebook wall. Participation rate was over
2,000, and the tab was viewed over 30,000 times.
Digital production
Demo References:
http://addemo.sh.c3-interactive.com/[Bioshock]Released_20121025.aspx
http://addemo.sh.c3-interactive.com/[HugoBoss]released_20110712.aspx
http://addemo.sh.c3-interactive.com/[Maybelline]Released_20110505.aspx
http://addemo.sh.c3-interactive.com/[SCDF]Released_20120323.aspx
http://addemo.sh.c3-interactive.com/[SPG]Released_20111125.aspx
http://addemo.sh.c3-interactive.com/[WWF]Released_20110823.aspx
http://addemo.sh.c3-interactive.com/[XCOM]Released_20120925.aspx
OUR PROGRAMMING PORTFOLIO
2KAsia
OUR PROGRAMMING PORTFOLIO
Maybelline Online Material
We’re different from small agencies because
we’ve built big brands with big thinking.
We’re different from large agencies because
we’re nimble, media-neutral and straight-
talking (we hate adland mumbo jumbo), and
provide end to end solutions.
We’re different from brand consultancies
because we love the finer executional details
as much as the joy of a powerful strategy.
Thank you for your time.
WHY WE’RE DIFFERENT

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Mill Stirling / C3MS group credentials

  • 2. ABOUT US C3MS group exist to provide end to end digital solutions for our clients in the digital space from attention grabbing ideas to mobile applications, social media campaigns to digital activation and web design and is a a joint venture between Mill Stirling and C3 interactive. C3MS group has staff strength of over 60 people in China, Philippines, Singapore and Indonesia, with over 15 years of digital experience.
  • 3. OUR BELIEF We combine strategy, technology, creative and media to make it easy for brands to navigate this awesome new digital world. We believe in conceiving, managing and executing end to end digital campaigns so that our client get to enjoy original thinking with well crafted execution
  • 4. OUR GROUP SERVICES Creative Strategy and Consultancy Copywriting and Art Direction Design and Execution Digital Consultancy and Digital Media Web interface Design Mobile Interface Design Experiential Marketing and Event Management Social Media CRM and e-PR. MILLSTIRLING Web System Development Digital Backend Production Email Marketing Social Media Application Build Mobile Application Build Customer Management Tools Campaign Tracking Tools
  • 5. KEYPEOPLE DANIEL WEE - CREATIVE HEAD Over 15 years advertising creative and interactive marketing and 6 years experience in China. Most recently was head of Publicis Modem, presently heads all creative strategies for the Mill Stirling C3 interactive group. Launch several key digital programmes for Bates China that include Remy Martin and Little Swan. Worked on Heineken, Remy Martin China, Sony China, 2k Games group, HTC, Porsche design mobile phones, HP and Microsoft. WILSON GOH - DIGITAL STRATEGIST Over 10 years digital social CRM strategy and digital marketing and 3 years experience in China. Managed and consulted for DDB Philippines, Oglivy China, Handled brand like BMW, WATSONs, Manullife Heads all Social CRM and digital initiatives for the C3MS interactive group OWEN SIM - TECHNOLOGIST Over 7 years in digital technology development and systems and 3 years experience in China. Most recently head of programming for a dot.com in Singapore. Establish C3 interactive as technology team of Mill Stirling in 2010, base in Shanghai. Owen is also principle consultant for Philips Digital in Greater China and have develop numerous digital applications for C3 and Mill Stirling’s client in the region. JESLEY NEO- HEAD OF PROJECTS Over 12 years in advertising creative and interactive marketing. Most recently was MD of Creative Boutique - A Little Shop, previous stints in Bates, Leo Burnett and Publicis Modem, worked on HTC, HP, Heineken, Remy Martin, Nokia, Microsoft and Sony. Presently heads digital projects C3MS group.
  • 8. PUMA / REDBULL: BRAIN CONTROL At a special PUMA/Red Bull Racing event featuring F1 champ Sebastian Vettel, a special game took patented brainwave-measuring technology and applied it to a toy car. The more you concentrated, while drinking Red Bull, the faster the car.
  • 9. PUMA: HAPPY HUNTING An online game inviting you to hunt for PUMA gear prizes by searching through numerous bizarre fake websites, including 'Cool Uncles' and 'Zip or Fart'. Meanwhile offline, consumers were hunted by Happy Hunting wolves in malls and rewarded if they wore PUMA.
  • 10. BLACKBERRY: BASH EXPERIENCE For BlackBerry and StarHub, we distilled the essence of the mobile/telco partnership and from it came up with the premise that formed a brand new kind of rewards programme: great things should happen the more you come together. And that wasn't just in the privileges but in the way we mashed up technology and entertainment at the kick-off event.
  • 11. MAYBELLINE NY: COLOUR SENSATIONAL LIPSTICKS We know that colour has a strong link to one’s personality. So we decide to get our audience to take psychological test to determine what colour personality suits them best, and pair this with a suitable lip stick shade from Maybelline’s colour sensational range. We than followed this with a street activation.
  • 12. MAYBELLINE NY: IN-15MINS. We conceived an online platform, In15mins.com, which delivered makeup tips, lifestyle trends, and fashion updates every fifteen minutes. These updates came from a stable of ‘it’ girls who also were integral to various live events such as a makeover reality show and on-ground activation.
  • 13. L'OREAL STUDIOLINE: STYLE VS STYLE To launch StudioLine's rebranding, a streetside dance- off performance was staged with an interactive element that allowed consumers online to vote for their favourite 'gang' - the Slicks or the Streets. The performance ending was choreographed according to which gang won the final vote. Meanwhile, the site also invited Stylehunters to contribute with their reports on upcoming street culture. INTEGRATION PORTFOLIO :
  • 14. NPARKS - 20TH WOC THE ORCHID MAN The 20th World Orchid Conference is Singapore's second chance to host the 'Olympics of Orchids'. The idea was to broaden the appeal beyond flower enthusiasts by showing how a humble orchid could bring to ordinary Singaporeans 'A Little Piece of Paradise'.
  • 15. Web development and social media campaigns our reel : http://youtu.be/Y1N0hT5ayS8
  • 16. SKII- CHINA DECLARE YOUR PASSION For Unilever China and Leo Burnett, we created an application which sits in the SKII’s weibo site. This application allowed the audience to “make passion declaration” and share with their Weibo friends. A collection of “passion declaration” where then show-case on their Weibo for public viewing.
  • 17. HONESTY TREE- CHINA For the 2012 Christmas celebrations created a first of it’s kind game-changing platform that seamlessly integrates all your friends on Weibo, Facebook, Kaixin, Renren and QQ together to decorate your personal online Christmas tree with their honesty greetings or emoticons The more you participate the more customized emoticons becomes available for you to decorate you friend’s tree with your honesty greetings. You also get to view a real-time honesty report card, which is sharable, we had over 120,000 greetings, and close to 450,000 participation.
  • 18. WORLD GOLD COUNCIL- OUR LOVE STORY- CHINA Love and romance is a popular theme amongst Chinese in China, so we create “the Love Diary” a collection of expressions of love that was completely user generated. The audience get to customise personalise their pages and send to friends. Postcard versions were also posted on social media platform, further spreading message to millions of couples in love.
  • 19. STARBUCKS CHINA- KNOW YOUR BEANS This campaign was for Starbuck new line of coffee beans launches in China, we created an online platform for users to better understand the different types of coffee beans sold at Starbucks and the story behind each beans. Users must choose from the 14 different types of beans represented by 14 different shapes, user will pick one that they like the most. User can also log in using their Weibo account to see what types of beans did their friend chosen
  • 20. GLENLIVET- CHINA GUARDIANS OF GLENLIVET Glenlivet china wanted a digital campaign that not allow fans to connect with the brand through Weibo, they want to inspired those how have passed the 4 stage Guardian test to recruit through weibo other worthy fans. Only Guardians deserve to identify other Guardians.
  • 21. YELLOW CAB PIZZA CO.: SOCIAL CRM. Social Media has the highest penetrate for consumer in Philippine We develop content strategies and consumer engagement social media CRM for YELLOW CAB PIZZA CO Philippines’s largest local pizza chain. We also manage all their total web presence,Facebook campaigns application and twitter content development
  • 22. LANCÔME: EYE-BOOK Imagine your social life went according to how your eyes looked. To launch the new Renegie Multiple Eyelift. We created a imaginary social network called EyeBook, and depending on how you eyes looked, you will receive different notifications and messages or status updates. So naturally the better you looked the more favourable your responses.
  • 23. MAYBELLINE NY: MOUSSE YOUR FRIENDS Working with the facebook backend to pull your friends’s data. You could alter your friends facbeook profile pic, by blowing into the microphone. Upon blowing an image will fly on the picture. Upon completing your alterations you can than post on your friends facebook wall. Participation rate was over 2,000, and the tab was viewed over 30,000 times.
  • 27. We’re different from small agencies because we’ve built big brands with big thinking. We’re different from large agencies because we’re nimble, media-neutral and straight- talking (we hate adland mumbo jumbo), and provide end to end solutions. We’re different from brand consultancies because we love the finer executional details as much as the joy of a powerful strategy. Thank you for your time. WHY WE’RE DIFFERENT