The finals of the second Shin Min Heartland Talent Challenge was held on July 12 at Suntec Singapore Convention Centre.
A total of 60 finalists (12 finalists from each of the five challenge categories) battled it out to win the grand prize. The winner for each challenge category walked away with $1,000 cash and a $200 Hong Thai Travel voucher. The top three winners of the Royal Umbrella “Fragrant Rice Weighing Challenge” won an additional 3D2N trip to tour the Royal Umbrella Fragrant Rice Factory in Thailand. Cash prizes were also given out to the second to fifth-place finishers.
Famous Getai performer Hao Hao entertained the crowd, as did an innovative art performance by The Painters HERO from Korea.
This year, with the theme of “Around the World”, the five challenges evolved around different countries across the globe: Hong Thai Travel “Round the World” Puzzle Challenge, MARIGOLD DAWN “Stack Up Singapore Tower” Challenge, Royal Umbrella “Fragrant Rice Weighing” Challenge, US Style Basketball Challenge and “Build a Fishball Pyramid” Challenge.
Three weeks before the finals, a qualifying round was held each weekend at City Square Mall, Rivervale Plaza and Dawson Place respectively, with the top four players for each challenge category participating in the finals.
Charlyn Tean, brand manager, Malaysia Diary Industries, said: “This is the second year we are participating in this event and I think it has helped increase the brand awareness and recognition among heartland participants/ grocery buyers (our main target audience). Through the engaging off-stage and stage challenges, I believe we have also created more consumer interest in DAWN that leads to top of mind awareness. Good branding exposure on-ground with pull-up banners reinforce DAWN as the preferred choice among local coffee chains. I am happy to see plenty of coverage in Shin Min Daily News too. We will definitely consider supporting next year’s event.”
The Shin Min Heartland Talent was presented by Hong Thai Travel, main sponsor Marigold DAWN Milk and Royal Umbrella Fragrant Rice and venue sponsor HDB.
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