| Title | GRANT'S - IT'S THE SHIP |
| Brand | WILLIAM GRANT & SONS |
| Product / Service | GRANT'S BLENDED SCOTCH WHISKY |
| Category | A07. Use of Events and Stunts |
| Entrant | GOODSTUPH Singapore, SINGAPORE |
| Entrant Company | GOODSTUPH Singapore, SINGAPORE |
| Advertising Agency | GOODSTUPH Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Pat Law | GOODSTUPH | Creative Director |
| Eugenia Tan | GOODSTUPH | Director of Strategy |
| Janice Lin | GOODSTUPH | Art Director |
| Lee Weiling | GOODSTUPH | Digital Strategist |
| Tammy Yeh | GOODSTUPH | Digital Strategist |
Grant’s brand equity had eroded from that of a quality product produced by the world’s largest whisky distiller to that of a convenience store brand. They were in dire need of a revamp that would reconnect them with the growing demographic of young drinkers. Taking a calculated shift away from the oft-used narrative of celebrating personal achievement, Grant’s chose instead to tap on the truth behind all great friendships; that we are who we hang out with. This was delivered through marrying off-the-wall experiences onboard Asia’s largest party on a cruise – It’s The Ship – with Grant’s as the catalyst.
Grant’s became far-and-away the most consumed alcohol brand onboard IT’S THE SHIP, with party-goers rallying behind the banners of #IOU and #StandTogether. The sweeping change in sentiment could be heard loud-and-clear on their social media channels, even after the event. Key performance indicators - A marked increase in sales revenue (see Confidential Information) - 57 celebrities and media guests participated - 203 social media posts from opinion leaders, reaching 878,127 followers and garnering 247,768 likes - 96 hours of brand exposure and engagement of the target audience - An estimated S$521,580 PR generated The Very-Important-Bros private party with Sasha Grey was extremely well-received, with 450 select party-goers attending, resulting in Grant's becoming a huge conversation topic during and after the festival.
Festival-goers onboard It’s The Ship could get into fun and titillating situations with our crazy activities designed to give them the hang-over experience of a lifetime, while earning Grant's dollars to bid for a Very-Important-Bros private party with Sasha Grey. You could earn Grant’s dollars through 3 activities: SWOP-THE-TOP Convince a girl to swop tops with you on the spot. TUB-OF-WAR Convince 4 ladies to get in the hot tub with you and your bro. BE STU Fake your own hangover moment à la Stu from The Hangover with a spray-on tattoo, selfie it, and give your girlfriend a good scare.
Grant’s sought to capture the attention of young working men through celebrating the bonds of brotherhood, wrapped in the narrative that true personal glory is only meaningful in the presence of comrades-in-arms. For the purpose of Grant’s re-branding campaign in Southeast Asia, our target audience was males in Southeast Asia, aged 21 to 30, digital natives, who spend an average of 13.1 hours online per week, with 48% of digital time dedicated to social media. The party arena of It’s the Ship was perfect for linking Grant’s new brand image with the lively spirit of a vibrant party-loving crowd.