Spikes Asia

REMY MARTIN-ONE LIFE/LIVE THEM

HAVAS WORLDWIDE SHANGHAI / REMY MARTIN / 2016

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Case Film

Overview

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Credits

Overview

Background

We needed Rejuvenate the Remy Martin Brand in China and drive a strong volume of sales in a very competitive market where Remy holds the underdog position in terms of awareness, consideration and media budget, compared to Martell and Henessy Cognacs Maisons.

The Objective was to address the right target in a meaningful way, with the appropriate message, to change the perception Remy Martin to reboost awareness, sales and drive a new dynamic for the Brand in China.

The Clients formal KPIs were the 4+ coverage and sales volume.

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.

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