COMA

The Story of Yeh Chi Wei

Leader, teacher, mentor and experimenter, Yeh Chi Wei was a mover and shaker of Singapore’s early art scene. Members of the artistic community would know how this quiet artist worked laboriously and played significant roles in shaping visual art during the 1960s and 70s. Yeh created some of the most distinctive oil paintings, and defined a unique Southeast Asian style.

Drawing inspiration from many cultural sources, ranging from ancient Chinese rubbings, carvings to Javanese batik, Yeh’s works powerfully interweaves these cultural elements with both Asian and Western art techniques. As an art teacher and leader of the Ten Men Art Group, he guided and mentored many Singapore artists. He was also a tremendous source of inspiration and encouragement to many others.

The Story of Yeh Chi Wei celebrates the life of such an artist. The National Art Gallery, Singapore commissioned COMA, as part of a broader online and social marketing initiative which will take place throughout the year, to design an online microsite with the challenge of making the site accessible and useful to both adults and children. We developed three educational and interactive mini games which children can have fun with while on the website, to learn about the artist and his work. The microsite was developed using open-source software and is based on open-standards, thus making the site accessible to more people across a wide range of web-browsing devices, including the iPhone and iPad.

We also designed “Hopper”, an adorable frog character who can be seen on the kids sections in the website and the Creative Play Corner in the exhibition.

SupportTharoor.org

In the wake of Shashi Tharoor’s seemingly unjust resignation as Indian Minister of State for External Affairs following the widely-reported Indian Premier League controversy, ardent supporters and old friends of Shashi Tharoor sat together over coffee in Dubai and pondered over the fate of a Member of Parliament and Union Minister who had taken efforts to reach out to the people of India. SupporTharoor.org was thus born as a gift to Shashi Tharoor with a collection of beautiful thoughts and comments by people who wished to reach out to him.

At the wee hours of 17 April 2010 the idea was born. Roles were divided and friends pooled together their contacts and resources. As time and quality was of essence, we were brought on board to plan, design and implement the concept. In less than 36 hours, the site was launched and had features for the collection of online pledges.

What started as a discussion and wish for a friend over coffee turned into a roaring success on social networking sites such as Twitter and Facebook, allowing for the number of pledges to cross 1000 in just 7 hours. The site was quickly brought down by a massive onslaught of web traffic. Despite piling on expensive server muscle and rewriting code, traffic which peaked at 40,000 uniques a day even with the site down half the time, proved too overwhelming for a single virtual private server setup. We eventually moved to a Rackspace cloud-based service. As we improved the website incrementally with better features and performance, the word got to various major media outlets and the site was mentioned in a CNN TV news broadcast.

The Indian Premier League

The Indian Premier League (IPL), is a Twenty20 cricket competition initiated by the Board of Control for Cricket in India (BCCI) headquartered in Mumbai and supervised by BCCI Vice President Chirayu Amin, chairman & commissioner for IPL, and CEO, Sundar Raman. It presently includes 8 teams (franchises) consisting of players from different countries. It was started after an altercation between the BCCI and the Indian Cricket League. The IPL approached us with the intention to increase their reach to a demographic of educated and technology-savvy online consumers in India and world-wide, as part of the marketing strategy for the third season of the games in 2010. The primary goal was to explore the social media sphere to deeper connect to its existing fanbase and to extend its reach to more fans outside its immediate community.

We developed viral and social strategies which are centered around the discovery and creation of viral content based on extensive research made possible by our COMA Sense™ real-time social analytics and sentiment monitoring system. With COMA Sense™ we are able to identify and analyze in real time conversations about the IPL and related keywords around the internet and with this data we develop informed and data-focused strategies. We have also planned and organized a Twitter contest which contributed tremendously to the social engagement between the IPL and its fans and followers on Twitter. Twitter follower count increased over an upwards trend by 260% throughout the period which COMA had serviced the IPL. The number of fans on the official Facebook page has at least tripled.

The Chandran Tharoor Foundation

Shashi Tharoor, a senior minister in India and a noted humanitarian activist founded the Chandran Tharoor Foundation to promote the social advancement and development of marginalized individuals and groups in the Indian state of Kerala. The foundation needed a brand and communication strategy to proliferate the foundation’s message and to extend it’s reach to potential contributors and donors.

We created a brand identity consisting of the letters of C and T (Chandran and Tharoor) in the form of an umbrella as a representation of a reliable organization in times of difficulty. We also developed an online communication strategy which encapsulates the goals of the foundation and actions people can take to contribute. We crafted the narrative to inspire others to support, and perhaps join, Shashi Tharoor in his movement.

Shashi Tharoor

Shashi Tharoor who currently serves as senior minister for Indian foreign policy and a former United Nations Under-Secretary General. With his new political responsibilities, he needed a communication strategy to engage his people, community and supporters.

We worked with the initiatives to develop the content strategy and information architecture for a new web portal which combine the best of his previous two sites into one which offers simple access to information and provides an easy way to connect with Shashi Tharoor and his office. We also devised a social strategy which included the use of Twitter and his website to nurture conversations between himself and his community which in turn multiplied his popularity exponentially. To date he has more than 650,000 followers on Twitter.