THE ULTIMATE START-UP SPACE

TitleTHE ULTIMATE START-UP SPACE
ClientPERNOD RICARD
Product / ServiceMARTELL VSOP COGNAC
EntrantTBWA\TEQUILA SINGAPORE, SINGAPORE
Entrant Company:TBWA\TEQUILA SINGAPORE, SINGAPORE
Advertising Agency:TBWA\TEQUILA SINGAPORE, SINGAPORE

Credits

The Campaign

We were tasked with repositioning Martell VSOP in order to appeal to a younger, more sophisticated market (25-35 Chinese Singaporeans). The perception amongst this market was that Martell VSOP was for their dads, uncles or ah beng guys in KTV lounges. In essence, our creative idea was to give the ordinary guy a shot at extraordinary success. So we hired a shop space in Clarke Quay for a year, remodelled it, and presented it as The Ultimate Start-Up Space: anyone could win the space (rent free for six months), they just needed a great business idea.

Success of the Campaign

From the conversations online, in blogs, on Twitter, it became clear that people were surprised and enthused by this brand behaviour. We had 60 111 followers on Twitter. 29 442 fans on Facebook. There were 2,068,594 total unique views for all social media, blogs and forums. 26.3 million Google search listings for “ultimate start up space”. A 40% increase in search traffic for Martell. Over $590 000 in free PR. But most important, by the end of the campaign, Martell VSOP had made an entrepreneur’s dream come true: The winning idea, Chupitos, will open its doors in September 2010.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign comprised a concurrent, multi-faceted media approach that merged offline and online seamlessly. Initially, the shop space was a living advertisement for the idea – 3D projections of potential business ideas were on a constant loop, beckoning you to enter your idea. This drove you online to watch a web film. Print, press and outdoor advertising reiterated the idea (if you have a great idea, we have the location) and also drove you to the website. The social-networking strategy was pivotal: Twitter, Facebook, YouTube and blogs were all used to maximise impact and drive people to enter.

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
Joanny Wong TBWA\Tequila Singapore Production Manager (Print)
Haydn Evans, Sariyanti Sannie, Sam Cooper TBWA\Tequila Singapore Agency Producer
Jaclyn Lee, Bibiana Lee, Melanie Keppler, Christine Chionh TBWA\Tequila Singapore Account Management
Jessica Ong, Gabriel Song TBWA\Tequila Singapore Jnr Project Manager/Analyst
Kestrel Lee TBWA\Tequila Singapore Social Media & Search Strategist
Gerard Rodriques, Desmond Zuzarte, Amran Yussoff, Sally Lee, Albert Pang Other Credits