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Changing the brand perception of Martell VSOP in Singapore.
The Brand
Martell is the oldest of the great cognac houses, forged by passion and knowledge passed through the Martell family since 1715 - creating cognacs that have been enjoyed and cherished for three centuries.
The Challenge
The perception amongst the Singapore market was that Martell VSOP was for their dads, uncles or men in KTV lounges. The brand needed to reposition Martell VSOP in order to appeal to a younger, more sophisticated market (25-35 Chinese Singaporeans).
How can Martell change this perception during one of the worst financial meltdowns in history, when people were taking pay-cuts, losing jobs, and losing hope?
Research revealed that there’s a common aspiration amongst the target market in Singapore: owning their own business.
The Thinking
"What if the brand can help consumers achieve their aspirations in these dire times?"
"What if Martell VSOP can shift from a brand that showcases success to a brand that enables success?"
"What if the brand can use this insight to associate themselves with the common aspiration of the consumers?"
"What if the brand can use part of their marketing budget to support budding entrepreneurs?"
The Ultimate Start-up Space.
Using their existing brand positioning of “RISE ABOVE”, a solution to deliver on that promise with a real-world, tangible action was conceived.
The Solution
"Give the everyday person a real chance at success.
Give them a real physical space for the start-up.
Give them The Ultimate Start-Up Space."
It was far more than just the promise of success (to rise above), it was a brick and mortar commitment to success.
In essence, the creative idea was to give the ordinary guy a shot at extraordinary success. So a shop space in Clarke Quay was rented for a year, remodelled, 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. The shop space became the advertisement for the idea - projections of potential business ideas were on a constant loop, beckoning consumers to enter their idea.
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 consumers to enter their idea.
This drove them 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 them 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.
Landing Page
About "The Ultimate Start-up Space" Page
Submitted Entries Page
Some submitted entries
Shortlisted Entries Page
The Ultimate Start-up Space Winner's Page
The Results
60111
followers on Twitter.
29442
fans on Facebook.
2,068,594
total unique views for all social media, blogs and forums.
26,300,000
Google search listings for
“ultimate start up space”.
40%
increase in search traffic
for Martell.
$597,000
in free PR.
1 NEW BUSINESS OWNER
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