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Martell Be The Standout Swift
Martell Noblige Singapore Launch
Oppo Reno7 ‘Unlimited Me’
Social Media
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2021
Martell | Martell Noblige Singapore Launch


To launch the Martell Noblige in Singapore, we wanted to inspire audacity to ignite Standout Swift experiences, in as many facets of the consumer’s life. So from serving up cognac in novel new ways at 13 of Singapore’s best bars, to an exclusive Martell Noblige yacht expedition, we toasted the bold liquid and, the audacious moments it goes hand in hand with.

role & project scope
project creative lead | creative direction & ideation for the three phases of launch prelude, launch activation and sustenance.



Launch Prelude | Celebrate With Us, or Celebrate at Home


With the closure of nightclubs and bars, along with safe distancing measures in place, we created and curated an exclusive Martell Swift Party Pack to drive in-home consumption ahead of the official launch.

Through a microsite, Martell offered consumers and members of the public their own Standout Swift experience, be it they celebrate the launch of the Martell Noblige on a yacht with us, or in the comfort of their own homes.




Launch Activation | Martell Noblige Yacht Expedition


Rethinking Martell’s request of a high-energy party with a bird’s eye view of the city, we took the guests on a yacht expedition that offered a panoramic view of the Marina Bay skyline. The experience extended Martell’s target consumer of social status seekers and opportunity to show up to show off.



On board, we encouraged a creative discovery of the Martell Noblige through an omakase cocktail experience, allowing the guests to personalise their cocktails with a selection of ingredients that draw inspiration from the cognac’s scent and flavour notes.



Sustenance | Martell’s Swift Flights of Fancy Tour


To collect leads for the brand’s database and encourage consumer trials of the Martell Noblige while rejuvenating the brand’s image for the millennial consumers, we created a new consumption ritual for cognac through a three-month bar tour experience in modern on-trade bars across Singapore. 


Members of the public were encouraged to take part in the bar tour experience that featured the Martell Noblige, in unexpected concoctions dreamed up by 13 cocktail bars (pictured from top left: Origin Bar, Nemesis, The Secret Mermaid, and BRDL).


By signing up on the activation microsite and collecting Swift stamps by visiting the participating bars, members of the public stood chances to win a variety of prizes, as an extended incentive for consumers to trial the Martell Noblige via in-bar consumption.



Agency: Untold by Atlas
Production Partner (Launch Activation): Sansys Collective