Martell is a Cognac house founded in 1715 by Jean Martell. The popular liquor brand Martell created a new sequential LED-lit billboard for its “Icons Grow Bold” campaign. The unique OOH advert is intended to promote the launch of the latest Martell VSOP Aged in Red Barrels.
The OOH billboards consisted of retrofits with sequential LED modules and a 3D model of its new product. The billboard was installed at Scotts Square on the Orchard’s shopping belt. The strategic location renders long-distance visibility to passersby and the traffic. The campaign will run every night till November as per the reports.
Moreover, the latest campaign ‘includes print, online, digital media buys, social media content and direct consumer engagement in drinking establishments. Mindshare and Ogilvy are media and creative agency behind it.
The target audience falls between ages 25 and 40 years old, with the aim of the campaign to resurrect affinity for Martell. Also, it was done by positioning the brand as a “contemporary innovator” and inspired consumers to choose the Martell VSOP Aged in Red Barrels for their nights out. The cutting-edge execution managed to capture the spirit of freshness that Martell VSOP Aged in Red Barrels was meant to convey.