Title | THE ULTIMATE START-UP SPACE |
Brand | PERNOD RICARD |
Product / Service | MARTELL VSOP |
Category | A01. Event & Field Marketing |
Entrant | TBWA\GROUP SINGAPORE Singapore , SINGAPORE |
Entrant Company: | TBWA\GROUP SINGAPORE Singapore, SINGAPORE |
Sales Promotion/Advertising Agency: | TBWA\GROUP SINGAPORE Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Gary Steele, Hagan de Villiers, Oz Dean | TBWA\Group Singapore | Creative Directors |
James Holman | TBWA\Group Singapore | Copywriter |
Reginald Ocampo | TBWA\Group Singapore | Art Director |
Danny Teo, Camille Rosario | TBWA\Group Singapore | Digital Art Director |
Tony Chew, Sean Tan, Hilwan Idrus | TBWA\Group Singapore | Developer |
Christopher Wong | TBWA\Group Singapore | Producer |
Brent Farrell | TBWA\Group Singapore | Managing Director of Digital |
Nirmalo Wilkes, Bibiana Lee, Jade Ong, Afiah Sawawi | TBWA\Group Singapore | Account Service |
Haydn Evans, Sariyanti Sannie, Vinda Karunan | TBWA\Group Singapore | Producers |
Joanny Wong, Joanna Lim | TBWA\Group Singapore | Print Producers |
Andrew Wong, Fione Wong | TBWA\Group Singapore | Studio |
Brent Tollman | TBWA\Group Singapore | Planning Director |
Guo Dong Ni | TBWA\Group Singapore | Digital Designer |
To reposition 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 old folks. To change perception, we had to do something surprising, interesting and out of the ordinary.
We rented a prime retail space in the CBD, remodeled it, and presented it as The Ultimate Start-Up Space. We then put the challenge out to the public: one idea takes it all. The winner would receive the space, rent-free for a year, as well as $20,000 in start-up capital and an executive education. Out of hundreds of applicants, we chose a top ten, who had to prove their business idea was the best, through crowdfunding and self-promotion.
We received over 560 business plans, submitted by everyday Singaporeans. During the crowdfunding phase, our top ten finalists raised over $54,000, with the average pledge per supporter amounting to over $40 each. The campaign was covered in local business and mainstream press, and the promotion efforts of our top ten reached our target market through a variety of social media and online channels.
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.