We needed to start a conversation about our brand and what it meant to the guy in the street. In essence, the creative idea was to give the ordinary guy a shot at extraordinary success. We did this by hiring a shop for a year, remodelling it, and presenting it as The Ultimate Start-Up Space: anyone could win the space (rent free for six months), they just needed the best business idea for the space. The shop became a living advertisement - projections of potential business ideas were on a constant loop, beckoning you to enter your own idea.

When you visited the site online to post your idea, you were exposed to a web film that reiterated the promise. Press, print and outdoor advertising also urged you to think outside your cubicle and take a shot at success.

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.