Winners at the Last Mile*

January 12, 2007 1 Comment

It has been almost 2 years since I ran our last "Amazing Race (aka SuperRace)". For the past 2 races, I came near to winning but never really had the chance to cross that finishing line. Yesterday, my team finally did that in the 1st OgilvyAction Challenge. Braving through rain, sickness, no toilet break and the cold wind, my team outwit, outplay and outlast the other 15 teams to win the race.

The prize (RMB2000) wasn’t the key driver of the race. It was the stiff competition we had throughout the 7 stops (all over Shanghai city) that made the race so exciting and rewarding. In fact, it almost look like a 100m race – where you have runners crossing the finishing line within spilt-seconds. It was a close fight for us – a mere time-gap of 1-3 minutes!  (Franklin, Ming, Dick, Daisy were really pain-in-the-ass, so close and so tight!)

We cannot choose our team, it was premixed. I had a team of "Yang Warriors" – these girls were tough, hungry to win (an important mentality from the beginning) and a common belief and goal to achieve. We ran hard, we kept telling ourselves we wanted nothing but the 1st spot (cos’ there is only one prize). Being number 2 isn’t good enough for us.

Glad it was a sweet reward for a long hetic week.

* The "last mile" is a term we coined to describe the final touchpoint before a consumer crosses the check-out counter (which is the cashier). It is a critical window where consumer make his/her buying decision / brand-switch – based on the influence of brand experience, product trial, price strategy and other existing promotional attractions that influence the outcome of the "buying decision". 

Filed under Life in Shanghai

One Response to Winners at the Last Mile*

  1. Unknown's avatar Stella says:
    January 13, 2007 at 12:40 pm

    cool ya! wat a nice Amazing Race aka SuperRace! i still remember those good old days playing the SuperRace wif you guys! it was fun i enjoyed so much! its so much different from those i played in my church camp! yours SuperRace was so much exciting running everywhere all over Singapore! (an eye opener for me) maybe its becoz of the prize in the end when we can get 1st!!! hehe! i wish for another SuperRace soon maybe when you are back in Singapore again! count me in if there is any, ya! i would like to join again! take care & God Bless! Stella

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