Pernod: THE ULTIMATE START-UP SPACE

Credits & Description:

Category: Traffic & Brand Building
Advertiser: PERNOD RICARD
Product/Service: ALCOHOL
Agency: TBWA\TEQUILA SINGAPORE
Date of First Appearance: Mar 1 2010
Entrant Company: TBWA\TEQUILA SINGAPORE, SINGAPORE
Entry URL: http://our-idea.net/martell/award/integrated/index.html
Creative Directors: Hagan de Villiers/Gary Steele/Rupert Hancock (TBWA\Tequila)
Art Directors: Simon Chew/Gary Steele/Jae Soh/Danny Teo (TBWA\Tequila)
Copywriters: Justine Lee/Kestrel Lee/Hagan de Villiers (TBWA\Tequila)
Designers: Simon Chew/Danny Teo/Aggie Jin/Guo Dong Ni (TBWA\Tequila)
Illustrator / Typograhper: Aggie Jin (TBWA\Tequila)
Digital Strategist: Kestrel Lee/Kaye Cheng (TBWA\Tequila)
Developers: Tony Chew/Ben Williams (TBWA\Tequila)
Marketing Analyst: Gabriel Song (TBWA\Tequila)
Production Managers: Sally Sim/Allen Pattiselanno/Jessica Ong (TBWA\Tequila)
Agency Producers: Haydn Evans/Sariyanti Sannie/Sam Cooper (TBWA\Tequila)
Studio Manager: Andrew Yeoh (TBWA\Tequila)
Print Production: Joanny Wong/Joanna Lim (TBWA\Tequila)
Account Management: Jaclyn Lee/Bibiana Lee/Melanie Keppler/Christine Chionh (TBWA\Tequila)
Production Company: (Expo)
Media placement: Magazine Insert - Marketing Mag - 1 Mar 2010
Media placement: Print - August Man, Manstuff - 1 Mar 2010
Media placement: Online - Yahoo Singapore, Goodle Key Word Search Marketing - 1 Mar 2010
Media placement: Press - My Paper, Straits Times Classified - 1 Mar 2010
Media placement: Poster - Bus Shelters - 1 Mar 2010
Media placement: Radio - MediaCorp Radio - 1 Mar 2010
Describe the brief/objective of the direct campaign.
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. So our overall objective became to reposition Martell VSOP and in so doing disrupt the alcohol category in general; and the spirits category in particular.
We wanted to shift VSOP from being a brand that showcases success (category convention), to a brand that enables success.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We hired a shop space in Clarke Quay for a year, re-modelled 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. The shop space became the advertisement - projections of potential business ideas were on a constant loop, beckoning you to enter your idea. When you visited the site online to post your idea, you were exposed to a web film that reiterated the promise. Outdoor advertising also urged you to think outside your cubicle and take a shot at success.
Explain why the creative execution was relevant to the product or service.
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 instead of showcasing success, we chose to enable it by giving them the chance to start their own business.
This was a big shift for the brand. But one that ultimately resonates with the entrepreneurial spirit of its founder Jean Martell and, judging by the campaign’s success, a shift that resonates within the target market too.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
One brand new business was born in the Ultimate Start-Up Space - Chupitos. But along the way, we received hundreds of ideas for the Space, with 60 111 followers on Twitter and around 30 000 fans on Facebook. We received 2,068,594 total unique views for all social media, blogs and forums. And there were 26.3 million Google search listings for “ultimate start up space”. Not bad for a population of 5 million. There was also a 40% increase in search traffic for Martell and we managed to generate $869, 609 in earned media.