Cannes Lions

Chandon: The Race

RED AGENCY, Sydney / HENNESSY / 2016

Presentation Image
Supporting Content
Case Film
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Overview

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Credits

Overview

Description

The brand essence is 'open to serendipity' and the brand platform is 'live life unplanned'. Our idea was very simple. Have the drivers, who are in one of the world's most engineered and planned sports, do something completely unexpected and utilise one of Chandon's key assets, it's beautiful Yarra winery.

We would pit the drivers against one another in a series of unexpected challenges in a gum-ball-style race across the property and watch as they one-up each other to get to the finish line first. In true F1 style the winner will be crowned on a podium celebrating with Chandon. Key to success were to maintain the luxury nature of the brand and also deliver the unexpected. We wanted to capture the action from as many angles as possible, so we utilised Go Pro’s and drones, and would have a fast-paced edit and soundtrack.

Execution

We created a staged approach to ensure maximum exposure:

1) Campaign Launch Announcement: Create buzz and excitement in the partnership with a focus on PR and Social (w/c 7 March).

2) Sustaining Momentum: Maintain interest in the partnership in the lead up to the race by engaging key On-Trade and Off-Trade venues (w/c 7 and 13 March) with events and PR. We ran consumer promotions where consumers could win merchandise by purchasing Chandon.

3) Race Week: Peak in activity ahead of the Australian GP on 20th March. To make the most of the filming time we organised a media lunch to coincide with the shoot. We invited journalists/influencers to meet the drivers, utilising 30 mins of our allotted 3 hours. For on-trade in Melbourne we engaged key venues and collaborated with them to design a custom offerings, including a hero event at the Crown Casino with an appearance from Button.

Outcome

2.4 million views of film to date (all platforms) - target 1.5m

• 800k organic - target 200k (so we are officially 'viral' at a third being organic)

• 13,000+ shares

• 82,000+ likes

160+ campaign earned coverage items in Australia (a small media market!)

• 31,120,066 audience reach

• Over $1 million in AVE. NB We do not broadly use AVE but was mandatory to report for LVMH.

• 13 x interviews with McLaren-Honda drivers at the content shoot

7 x partner events

8 x retail off-trade activations

See confidential information for information on commercial results we have to date, although the brief in year one was focused squarely on brand awareness

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