HENNESSY MIX AUGMENTED REALITY MOBILE APPLICATION by Zed Digital for Hennessy

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HENNESSY MIX AUGMENTED REALITY MOBILE APPLICATION

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Industry Cognac
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency Zed Digital
Released October 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: LVMH - MOET HENNESSY DIAGEO
Product/Service: HENNESSY VSOP COGNAC
Date of First Appearance: Oct 27 2010
Entrant Company: ZED DIGITAL, Hong Kong, HONG KONG
Entry URL: http://www.hennessyartistry.com.hk/
Regional Digital Director: Nick Barger (Zed Digital)
Regional Business Director: Christina Wong (ZenithOptimedia)
Managing Partner APAC: Malcolm Hanlon (ZenithOptimedia)
Associate Director: Kate Kok (ZenithOptimedia)
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Media placement: Digital Display - Facebook - 5 November 2010
Media placement: Mobile Banners - Headline Daily - 5 November 2010
Media placement: Mobile Banners - Open Rice - 5 November 2010
Media placement: Mobile Banners - Hong Kong Movie - 5 November 2010
Media placement: Targeted SMS - Smartone Vodafone - 5 November 2010
Media placement: Targeted SMS - 3 Mobile - 5 November 2010

Insights, Strategy & the Idea
We needed our target of 21-35 Hong Kong party lovers to engage and interact with Hennessy, build up a database and increase bottle sales in bars.

Hennessey consumers are fashionable opinion leaders, early adopters of technology and are always socializing. They are aspired to by others and act as social ambassadors. They rarely consume traditional media due to their active social lives.

Hong Kong has one of the world's highest internet (73%) and Smartphone (70%) penetration rates as well as being the 3rd largest per capita market globally iPhone 4.

A mobile app led solution was agreed as the most effective way to cut through, engage and limit wastage. The app was designed as a social currency to capitalize on high levels of socializing and game playing in HK bar environments. It included a mechanism to drive consumers to Hennessy outlet locations and then get them to actually purchase Hennessy bottles.

Creative Execution
‘Hennessy Mix’ is a high-quality Augmented Reality mobile application for both iPhone and Android Smartphone users. The application can be activated at over 40 partner bars in Hong Kong.

Once in the bar, users can aim the ‘Hennessy Viewer’ (using their phone cameras) at one of the specially designed bar coasters or at the label of a Hennessy VSOP bottle (once purchased). The app will then display one of the five specially developed interactive Hennessy Mix 3D Augmented Reality visuals showing the new and refreshing ways to enjoy Hennessy VSOP.

Each time the application is activated in one of the bars (using the location based technology) it gives them a ‘virtual stamp’ which they collect in order to win great prizes. The more they socialize the more they win!
A targeted communication plan was developed to generate awareness and drive downloads, which included mobile targeting, social media and promotional girls.

Results and Effectiveness
The app was downloaded 17,597 times roughly 13% of the target group and reached #7 in the HK iTunes chart. Way ahead of the next branded app (Pizza hut at number 23).

The amplification worked fantastically with 211,673 virtual stamps collected in 10 weeks and the Facebook page was 4 times more popular than the next competitor (Chivas).

Footfall and bottle sales in participating outlets saw an immediate increase.

Best of all: a proud loyal Hennessy social ambassador consumer base and a highly satisfied client who wants to make Hennessy Mix core to their Asia Pacific activation activity.