THE ULTIMATE START-UP SPACE by Tequila\ Singapore for Pernod

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THE ULTIMATE START-UP SPACE

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Industry Alcoholic drinks & Tobacco
Media Promo & PR
Market Singapore
Agency Tequila\ Singapore
Creative Director Rupert Hancock
Art Director Jae Soh, Gary Steele
Copywriter Kestrel Lee, Justine Lee, Hagan De Villiers Tbwa
Designer Danny Teo, Aggie Jin, Guo Dong Ni, Simon Chew Han Soon
Released February 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: PERNOD RICARD SINGAPORE
Product/Service: ALCOHOL
Agency: TBWA\TEQUILA SINGAPORE
Date of First Appearance: Mar 1 2010
Entrant Company: TBWA\TEQUILA SINGAPORE, SINGAPORE
Entry URL: http://our-idea.net/martell/award/integrated/index.html
Creative Director: Hagan de Villiers/Gary Steele/Rupert Hancock (TBWA \ Tequila Singapore)
Art Director: Simon Chew/Gary Steele/Jae Soh/Danny Teo (TBWA \ Tequila Singapore)
Copywriter: Justine Lee/Kestrel Lee/Hagan de Villiers (TBWA \ Tequila Singapore)
Designer: Simon Chew/Danny Teo/Aggie Jin/Guo Dong Ni (TBWA \ Tequila Singapore)
Illustrator/Typographer: Aggie Jin (TBWA \ Tequila Singapore)
Digital Strategist: Kestrel Lee/Kaye Cheng (TBWA \ Tequila Singapore)
Developer: Tony Chew/Ben Williams (TBWA \ Tequila Singapore)
Marketing Analyst: Gabriel Song (TBWA \ Tequila Singapore)
Production Manager: Sally Sim/Allen Pattiselanno/Jessica Ong (TBWA \ Tequila Singapore)
Agency Producer: Haydn Evans/Sariyanti Sannie/Sam Cooper (TBWA \ Tequila Singapore)
Studio Manager: Andrew Yeoh (TBWA \ Tequila Singapore)
Print Production: Joanny Wong/Joanna Lim (TBWA \ Tequila Singapore)
Account Management: Jaclyn Lee/Bibiana Lee/Melanie Keppler/Christine Chionh (TBWA \ Tequila Singapore)
Production Company: (AV Expo Singapore)
Media placement: Magazine Insert - Marketing Mag - 1 Mar 2010
Media placement: Print - August Man, Manstuff - 1 Mar 2010
Media placement: Online - Yahoo SIngapore, Google Key Word Search Marketing - 1 Mar 2010
Media placement: Press - My Paper, Straits Times Classified - 1 Mar 2010
Media placement: Poster - Bus Shelters - 1 Mar 2010
Media placement: Radio - MediaCorp Radio - 1 Mar 2010
Describe the objective of the promotion.
To reposition Martell VSOP in order to appeal to a younger, more sophisticated market (25-35 year old Chinese Singaporeans). The perception amongst this market was that Martell VSOP was for their dads, uncles or old folks.
To change perception, we had to do something surprising, interesting and out of the ordinary.
Describe how the promotion developed from concept to implementation.
We rented a prime retail space, remodelled it and presented it as The Ultimate Start-Up Space. The space became a living advertisement - projections of potential business ideas were on a constant loop, beckoning you to enter your own idea for the space: if you had a great idea, you could win the space, rent-free, to grow your new business.
Explain why the method of promotion was most relevant to the product or service.
Our promotion was more than relevant, it was break-through:
Most luxury alcohol brands create ads showing rich men and their beautiful women enjoying the trappings of success. But in order to connect with our younger Chinese Singaporean audience, we had to reflect their idea of what success is: running your own business.
So, we decided that we had to shift VSOP from being a brand that showcases success (category convention), to a brand that enables success. We could do that by giving our audience the chance to start their own business.
Describe the success of the promotion with both client and consumer including some quantifiable results.
But along the way, we received hundreds of ideas for the Space, with 60,111 followers on Twitter and around 30,000 fans on Facebook. We received 2,068,594 total unique views for all social media, blogs and forums. And there were 26.3 million Google search listings for “ultimate start up space”. Not bad for a population of 5 million. There was also a 40% increase in search traffic for Martell and we managed to generate $869,609 in earned media.