HENNESSY ARTISTRY 2011

TitleHENNESSY ARTISTRY 2011
BrandHENNESSY
Product / ServiceHENNESSY ARTISTRY 2011
CategoryA02. Best Use of Social Media
EntrantISOBAR HONG KONG, HONG KONG
Entrant Company:ISOBAR HONG KONG, HONG KONG
PR/Advertising Agency:ISOBAR HONG KONG, HONG KONG

Credits

Name Company Position
David Jessop Isobar Hong Kong Ltd. Business Director
Desmond Bateman Isobar Hong Kong Ltd. Strategic Planning Director
Matt David Isobar Hong Kong Ltd. Strategic Planning Manager
Nash Luk Isobar Hong Kong Ltd. Project Manager
Munhoe Tung Isobar Hong Kong Ltd. Creative Director
Ricky Wong Isobar Hong Kong Ltd. System Analyst

The Campaign

The Hennessy brand hosts a number of events throughout the year to encourage consumers to trial their products and become advocates of the brand. Traditionally, this has been done through in-bar activity and on a one-to-one basis. Hennessy Artistry Halo is the brand’s flagship music event which brings stars from around Asia Pacific together, in a one-off concert for fans. 2011’s event played host to celebrities, Jam Hsiao, Zowie, Aarif Lee, Okamoto’s, Tim and Mr. Our challenge with the Hennessy Artistry Halo event was not only to get 2000 fans in Hong Kong to attend, but to ensure that awareness of Hennessy reached far beyond the one-to-one contact the show usually delivers.

Results

Without any paid media support: • 3,000 people attended the event, 1,000 more than our target! • We grew Hennessey’s Facebook fan base to 10,000. An impressive 46% increase! • The campaign generated 1,518 contributions from fans, including +1 activity and photos posted from fans who attended the event • Viral reach peaked at 31,543, over 300% of the fan base size • We reached 144,000 users overall The Hennessey Fan Amps effect saw entries and winners from outside Hong Kong, including Taiwan, and allowed us to identify our biggest brand advocates, who we could target in future. We established which drinks were most popular and could segment this information for Hennessy, by age and demographic, to help with future communications messages. This first collection of onsite data, using RFID technology, also provided Hennessy with the first step in developing their CRM database.

Execution

In the lead-up to the main event, we ran a Facebook competition. Fans who shared and generated the most awareness of the show were awarded tickets to the Hennessy Halo Event. Personalised RFID bracelets were produced for each registrant, replacing traditional paper tickets. These were scanned upon entering and each time the attendee ordered a Hennessy Mix at one of the bars. During the event, fans were able to post pictures on Facebook and vote on their favourite Hennessy Mix drinks using an RFID-based tagging system. This enabled Hennessy to gain valuable insights into the behavior and preferences of their consumers. Post-event, we shared photos and videos on Facebook and Weibo (the Chinese version of Twitter), and invited fans to post their own photos and favourite moments from the show. This let us reward fans for their loyalty and encourage them to keep generating awareness of Hennessy.

The Situation

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The Strategy

In order to increase awareness like never before, we came up with the strategy, ‘Fans Amp.’ It was obvious that the best way to share our messaging was by utilizing the brand’s loyal fans on Facebook. We needed to create a series of activations, without paid media support, that would allow fans to spread the news about Hennessy to their friends. We already knew they liked to be engaged through our previous +1 campaigns like ‘Music Without Boundaries,’ which saw over 900 entries from people sharing how they would break boundaries.