Results and Effectiveness

The concept of the Hennessy Mix application was accepted so warmly by the client as not only was it creative, innovative and engaging, it also drives consumers to the bars linking directly back to ROI. -Footfall and bottle sales in participating outlets saw and immediate increase during the App promotion period. -The application reached number 7 in the Hong iTunes chart and was downloaded by over 13% of Hennessy’s total target demographic. -Exceeded clients download targets by 76% -The Hennessy Facebook page achieved over 4x the amount of next major competitor (Chivas). Many other Hennessy markets are now looking at launching the app for 2011.

Creative Execution

The concept- ‘Hennessy Mix’, a high-quality Augmented Reality mobile application for both iPhone and Android Smartphone users. The application can be activated at any of over 40 designated 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. The app will then play 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 and used in one of the bars (using the location based technology) it gives the user a ‘virtual stamp’ which they need to collect in order to win great prizes. A targeted communication plan was also developed to generate awareness and drive downloads, which included mobile targeting, social media and promotional girls.

Insights, Strategy and the Idea

Our challenge was to create a campaign that captured the imagination, excitement and passion of the core target market of 21-35 year old party lovers in Hong Kong. We needed them to engage with Hennessy, interact with the brand, build up a database and most importantly increase bottle sales in bars. Hennessey consumers are fashionable opinion leaders and early adopters of technology who enjoy socializing with friends. 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 for Apple iPhone 4. A mobile and internet led solution was agreed as the most effective way to achieve maximum cut through and limit wastage. Based on the client’s goals we identified a more tangible objective, which was to include a mechanism to drive consumers to Hennessy outlet locations and then get them to actually purchase Hennessy bottles.