|Title||THE ULTIMATE START-UP SPACE|
|Product / Service||MARTELL VSOP COGNAC|
|Entrant||TBWA\TEQUILA SINGAPORE, SINGAPORE|
|Entrant Company:||TBWA\TEQUILA SINGAPORE, SINGAPORE|
|Advertising Agency:||TBWA\TEQUILA SINGAPORE, SINGAPORE|
|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|
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.
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.
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.