The Brief
Martell set out to transform its long-standing legacy of audacity into a brand experience capable of driving awareness, strengthening brand equity, and sustaining cultural conversation beyond a single event. The campaign was designed to launch Martell On The Move through the unveiling of the Swift Ascendant and The Martell Voyager, while maintaining premium visibility across Lagos waterways and select on-trade outlets throughout the festive season.
Exposé Plan
We delivered the campaign through a two-phase experiential rollout that combined spectacle, precision planning, and extended visibility. The launch phase was anchored by a large-scale waterfront experience built around the full fabrication and deployment of The Martell Voyager barge. Production and fabrication commenced weeks ahead of the event, with barge setup beginning four days prior to launch. A pilot run was conducted to confirm sailing routes and anchoring points, ensuring seamless execution on the night.
The launch experience featured illuminated 3D lettering, edge lighting, fireworks, flame effects, branded astroturf, and a fully powered marine setup supported by a 10KVA generator. On land, the experience was reinforced through multiple branded zones including the Legacy Lounge, L’Atelier, a media wall, stage, and entrance arch, all designed to express Martell’s prestige and audacity. Following the launch, the activation transitioned into an on-trade phase.The Martell Voyager sailed across key Lagos waterways, including Ikoyi, Victoria Island, Lekki Link Bridge, and 3rd Mainland Bridge, while docking at four premium outlets — Lulu, Mako, Kingfisher, and Terra Kulture. Two high-impact Audacious Wave moments were delivered at iconic waterfront locations to close out the campaign.
The Result
The campaign achieved strong visibility, beginning with a major launch event and extending into four on-trade activations supported by two headline Audacious Wave moments. Over thirty branded assets were deployed across the barge and event spaces, with more than fifteen trained personnel managing supervision, brand engagement, and technical execution. The Martell Voyager quickly became a moving brand landmark, attracting organic guest interaction as attendees captured and shared the experience across social platforms. By seamlessly transitioning from a high-impact launch into sustained on-trade presence, Martell successfully reinforced its positioning as a bold, contemporary luxury brand and remained culturally visible throughout the festive season.
