THE ULTIMATE START UP SPACE

TitleTHE ULTIMATE START UP SPACE
BrandPERNOD RICARD
Product / ServiceMARTELL VSOP
CategoryA02. Consumer Products
EntrantTBWA\TEQUILA SINGAPORE, SINGAPORE
Entrant Company:TBWA\TEQUILA SINGAPORE, SINGAPORE
Advertising/Web Design Agency:TBWA\TEQUILA SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
Hagan de Villiers, Gary Steele, Rupert Hancock TBWA\Tequila Singapore Creative Director
Simon Chew, Gary Steele, Jae Soh, Danny Teo TBWA\Tequila Singapore Art Director
Justine Lee, Hagan de Villiers, Kestrel Lee TBWA\Tequila Singapore Copywriter
Simon Chew, Danny Teo TBWA\Tequila Singapore Designer
Tony Chew TBWA\Tequila Singapore Programmer
Melvin James TBWA\Tequila Singapore Photographer
Simon Chew, Aggie Jin TBWA\Tequila Singapore Illustrator
Simon Chew, Aggie Jin TBWA\Tequila Singapore Typographer
Sally Sim, Allan Pattiselanno TBWA\Tequila Singapore Production Manager
Haydn Evans, Sariyanti Sannie, Sam Cooper TBWA\Tequila Singapore Agency Producer
Jaclyn Lee, Bibiana Lee TBWA\Tequila Singapore Account Supervisor
Melanie Keppler, Christine Chionh TBWA\Tequila Singapore Account Manager
Jessica Ong, Gabriel Song TBWA\Tequila Singapore Jnr Project Managers/Analysts
Kestrel Lee TBWA\Tequila Singapore Social Media and Search Strategist

Brief Explanation

Our goal was to shift the brand perception of Martell VSOP by encouraging a different level of engagement. We invited young Singaporeans to come up with a business idea good enough to fill The Ultimate Start-Up Space. The winner would receive The Space rent-free for six months to start their new business. Instead of using traditional paid media channels the campaign focused on igniting social media networks to create conversation. This brand-driven narrative struck a chord with our audience and quickly found its way into the heart of these blogs, forums and portals.