HENNESSY CLASSIVM URBAN PLAYGROUND

TitleHENNESSY CLASSIVM URBAN PLAYGROUND
BrandHENNESSY CLASSIVM
Product / ServiceURBAN PLAYGROUND
CategoryD01. Launch / Re-launch
EntrantSAPIENTNITRO Shanghai, CHINA
Idea Creation SAPIENTNITRO Shanghai, CHINA

Credits

Name Company Position
Raymond Chin SapientNitro Executive Creative Director
Huiping Chang SapientNitro Copywriter
ChuoJing Xu SapientNitro Senior Designer
Mengyi Zhang SapientNitro Designer
Liou Ming Law SapientNitro Associate Creative Director
Coco Jin SapientNitro Social Manager
Stella Li SapientNitro Account Manager
Eve Xie SapientNitro Project Manager
Susie Zhang SapientNitro Account Director
Shannon Dix SapientNitro Director of Global Clients | China

The Campaign

Introducing the Hennessy Classivm Unknown Edition. We engaged with the help of Subcrew, a top street fashion collective in Asia on this mysterious venture.

Creative Execution

The socially media is buzzing with what new creation Subcrew is attempting. And in the background we frantically worked with Subcrew on the possibilities of what this packaging could be, trying to make sense of all the consumer inputs. Finally, we dropped an invite to our fans and asked them over to Arkham, one of the hottest clubs in China, for the grand reveal. The limited edition packaging was actually a bicycle bag! And it caught everyone by surprise and delight.

Describe the success of the promotion with both client and consumer including some quantifiable results

As for the results, over 6000 youth pre ordered the Hennessy Classivm Unknown Edition. With total Impression of 386,327,000, as well as 184,607 video play, 5,178,730 social reach, 397,866 social engagements and 8,840 new fans. But most importantly, we started a dialogue with our consumers, giving them the most playful limited edition product they have ever owned.

Explain why the method of promotion was most relevant to the product or service

This work truly brought Hennessy Classism to the forefront of youths in China. By promoting an "Unknown Edition" we were able to keep up the hype for the product, gather intel from fans, and keep everyone on their toes until the "Unknown Edition" was released. Our fans interacted all over social media and at the event for the grand reveal. But most importantly, we started a dialogue with our consumers, giving them the most playful limited edition product they have ever owned.

For the next 3 weeks, they started engaging the consumers on our behalf, asking some really random questions on social such as: Camo or Checkered? Green or Purple? 2 wheels or 4 wheels? Recycled or Leather? Your face or mine?