We rented a prime retail space, remodelled it and presented it as The Ultimate Start-Up Space. The space became a living advertisement - projections of potential business ideas were on a constant loop, beckoning you to enter your own idea for the space: if you had a great idea, you could win the space, rent-free, to grow your new business.

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.