THE ULTIMATE START-UP SPACE

TitleTHE ULTIMATE START-UP SPACE
BrandPERNOD RICARD
Product / ServiceMARTELL VSOP
CategoryA01. Event & Field Marketing
EntrantTBWA\GROUP SINGAPORE Singapore , SINGAPORE
Entrant Company:TBWA\GROUP SINGAPORE Singapore, SINGAPORE
Sales Promotion/Advertising Agency:TBWA\GROUP SINGAPORE Singapore, SINGAPORE

Credits

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

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

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.