The Campaign

The challenge was to find the right opportunity to address our target with a meaningful message. We decided to benefit from National Festivals around Chinese New year as it is a time of gathering with family and friends. We seized the momentum to showcase Remy as THE gift to bring to family and friend reunions to share joy and spend good moments. Through a collaborative process with the client we selected the Provinces that were most promising and reactive to media, based on past collected data. Thus. we concentrated our efforts to maximise our Media ROI. We found out that Guangdong and Fujian Provinces were very reactive to media and highly profitable to Remy Martin, on top of being strategic regions against competition.

Creative Execution

We drove meaningful awareness by adapting our creatives to what studies had shown and optimized in real time according to response. To drive brand engagement the campaign would then display our product around the various contextual interest of our targets. We used video as our main media to convey a global message and we adapted our approach across other levers to be meaningful to prospects , thus giving them the thirst to explore Remy’s new communication platform: One Life Live Them. The platform then redirected to e-commerce platforms. Cooperated with Netease and invite 3 KOLs Li Chen, Ou Yang Ying Ji, Ma Liang to talk about One life/Life them concept with their own life experience and post by their Sina Weibo. Gained more audience. By promoting the concept of “One Life Live Them” and adapting it to our target groups.

Amount of GRPs: 1000 GRPs 52% 4+ MultiScreen Mix Reach Digital Engagement 735 M Impressions -18M Clicks- 8 M Visits - 6,4 M Unique Visitors Open Class ? 1M Video View Sales increase by 11% in 3 months time and kick started a new dynamic above expectations. The Business results were so great that even the Wall Street Journal reported it: http://www.wsj.com/articles/remycointreau-sales-boosted-by-chinas-thirst-for-cognac-1453387826

In the current of digitization and growth in digital media consumption, there are other media channels that offer excellent opportunities to advertisers and with the right combination of creative and media are contextual, relevant and highly impactful. By using media in the right context, Remy Martin demonstrated with all digital channels, it was still able to generate highly meaningful results.

Insights, Strategy and the Idea

After an in-depth study of our consumers relationship to cognac and Remy Martin in these two provinces we discovered two strong buying process and occasion: Gathering with Family and Elders & Parties with Friend. To consumers, in those occasions Remy’s Cognac was a guarantee of premiumness , a display of a certain social status and symbol for good moments to share with its loved one. Video was adressed as a multi-screen campaign regardless of the support, to maximise a cost effective coverage and repetition, in both strategic regions with a city granularity, adapting our mix with online platforms, local chanels and regional satelite canals. We added Cinema Burst around the festival periods as it is a familly & Friend gathering event. Display and Mobile alowed us to maintain an always on presence between our TV Bursts and drove brand consideration. Whereas SEM and Social were played as a continuous media thread