Martell lights up the town in 'Icons Grow Bold' OOH campaign

Martell has come on a board SPHMBO’s new sequential LED-lit billboard for its “Icons Grow Bold” campaign. The move looks to promote the launch of the new Martell VSOP Aged in Red Barrels, by creating a creative out-of-home showcase which retrofits a large-format static billboard with sequential LED modules and a 3D build of its new product.

The billboard is currently located at Scotts Square on the Orchard’s shopping belt, which looks to offer long-distance visibility to heavy pedestrian and vehicular traffic, a statement read. It is also currently scheduled to run every night at 7pm from September to November 2018.

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The campaign consists of an integrated media strategy which also includes print, online, digital media buys, social media content and direct consumer engagement in drinking establishments. The media and creative agency for the campaign is Mindshare and Ogilvy respectively.

Targeting younger adult consumers aged between 25 and 40 years old, the campaign aims to reignite affinity for Martell. This will be done by positioning the brand as a "contemporary innovator" and inspire consumers to choose the Martell VSOP Aged in Red Barrels for their nights out, the statement added.

“The ground-breaking execution manages to capture the essence of modernity that Martell VSOP Aged in Red Barrels was meant to convey,” Aaron Yang, group brand manager of Pernod Ricard Singapore said.

“We are excited to partner with Martell on this landmark display which gives powerful creative treatment to a strategically-placed outdoor site. We will continue to focus efforts on tailoring our solutions to create enhanced impressions and help build brands of the future,” Julie Wee, product development director of SPHMBO, said.