When Singleton of Glen Ord decided to move into South East Asia and tackle the single malt whiskey market, they approached Untitled Project. Their target market was sophisticated younger drinkers, and they were keen to project a vibrant, exciting image. We focused on creating digital content aimed at a youthful, global market, yet maintaining elements of the magic of traditional whisky tasting.
A two-minute VR showcase introducing younger consumers to the history and production of The Singleton of Glen Ord brand by creating a virtual whisky tasting, a world first. The goal: using a traditional whisky ambassador from Scotland to educate younger consumers via product information and whisky terms to instil confidence in them to identify a world-class single malt
United Project examined 360 and VR projects previously done for various Scotch whiskey brands in the past. Donald Colville also examined the history behind Scotch whisky and its worldwide appeal. The result was an exciting and informative script which the narrator, a Scottish voice actor, used to take the viewer on a rich and sometimes incredible journey into the world of Scottish whisky.
We launched the project in Singapore over a 3-day event where knowledgeable Brand Ambassadors induced thousands to experience a VR whisky tasting. A bottle of The Singleton was available to each guest to purchase.
Of those who experienced the VR exhibition, one in five immediately purchased a bottle of The Singleton.
A high conversation rate of 20% was double the conversation rate of usual whisky tastings.
Three variations of the theme for followed the successful roll-out in Singapore:
The Singleton of Dufftown for Europe.
The Singleton of Glendullan for the USA
The Singleton of Glen Ord: translated and voiced over in Mandarin for China.
The Singapore VR was subsequently made available in Europe, the USA, South Africa and Malaysia.
Best Event – Consumer: The Singleton Virtual Reality Tasting Experience (Gold).
Best Event – Product Launch/Relaunch: The Singleton Virtual Reality Tasting Experience (Gold).
Project: The Singleton Virtual Reality Tasting Experience – Client DIAGEO.
Markies Best Idea – Consumer Events.
Project: The Singleton Virtual Reality Tasting Experience – Client DIAGEO.
One of the best Virtual Reality and Projection Mapping services i have seen in all over Singapore. Untitled Project has very dedicated team. I personally recommend this company for everyone. It also offering Video Production, 360 Content, Artificial Intelligence, Shopper Trends and Retail Design services.
Marry Paul, Director of Marketing and Communications at Conrad Maldives Rangali Island
Thanks again to the guys. I know it was a difficult brief and the timescale was a killer, but you really turned it round for us. The activation was a huge success and the content and experience you provided was the jewel in the crown. Thanks once again. You are the best experiential comany in Singapore….if not the world.
Nancy J. Wile, Customer
Awesome team, great visuals. I learned so much working with them. Can’t wait to be in Singapore again and hopefully do another event with Untitled Project. Top Guys!
Ronan Smith, Customer
Some people adopt technology early, but these guys are so ahead of the curve. They blew my mind. Projection Mapping + AI + AR = Untitled Project
Lynch Jackson, Customer
