For 250 years, Hennessy Master Blenders have been dedicating their whole life to create the finest cognac. In 2017, the seventh HMB handed over the key to his successor. His last creation, HPI is the result of decades of passion.

Every year, only 10 out of 10,000 eaux-de-vie on average are carefully chosen by the Master Blender to be part of this blend. To pay tribute to his lifetime quest for the finest eaux-de-vie, we imagined a cutting-edge and immersive installation as unique symbol of his craft made of a thousand handcrafted shards. Among these, 10 precise engineered crystals, representing the rarest eaux-de-vie, project precise caustic designs. A robot was especially trained to find those crystals over a thousand others, shaping the HPI from an infinite number of possibilities. This installation is now part of the Hennessy Founder's Cellar: a testimony of the seventh Master Blender's quest for future generations.

The global campaign delivers the "made of precision" key message through different media and touchpoints :

1. A global media campaign in retail, airports, press and web on air since March 2017 to raise awareness with domestic media plans for key markets such as China and USA

2. A media partnership with New York Times (4 paid posts) launched from April to July 2017 to help savvy audiences to discover Hennessy Paradis Impérial around the hook of precision makers

3. As Instagram paid campaign started in September 2017 to trigger interest and reach further audiences interested by Hennessy's craftmanship

4. Series of exclusive events in September 2017 which revealed the installation and gathered VIP customers, press and influencers in Cognac.

The installation is now exhibited to very important customers in Hennessy's oldest and most secret place, where the rarest eaux-de-vie are kept: the Founder's Cellar.

The global media campaign allowed to generate 63M impressions, respectively 58M for the out of home, 3M for the print pan and 2M for the digital pan. Then, the paid posts made in partnership with New York Times encounter a great success with a total of 165K page views, a CTR up to 0,24% (vs bench 0,10 and 0,12% in average) and a Scroll depth at 70,4% (vs bench 57%). Moreover, in terms of coverage, the Instagram paid campaign allowed to reach 41M impressions and 370K full views for video contents. The brand contents associated to the product in terms of owned engagement generate 43K impressions and 3K likes in total. Finally the launch events obtained an extensive press coverage since more than 150 articles has been published in publications such as The Telegraph, Forbes, The Business Times, L'Officiel Art etc… and 25 articles from well-known influencers.