Case History

Customer Engagement for HENNESSY

Case History

Customer Engagement for HENNESSY

Settore
beverages
Area
events
In Sintesi

Moët Hennessy, one of the largest Maison de Cognac, asked IAKI to design an offline communication format full of customer engagement, to engage thousands of fans in the world of the product through an overwhelming visual world. IAKI created a 12 nights tour in Italy, with real “lessons of style.”
Sandro Marchetti, IAKI CEO, tells us something more.

How could you translate MOËT HENNESSY objectives into creative and strategic language?

By making Hennessy luxury a fully accessible luxury. We have organized 12 events, the first of which started in April 2011, in the most elegant venues of Italy where Hennessy became master of style. During these evenings we invited a flight attendant with an elegant dark tuxedo and a particular hairstyle, which made her “androgynous”, to share valuable style tips. In addition, the  androgynous hostess, through a ritual gesture, accompanied the knowing and tasting of the product.

During the events, how have you animated the evening in a customer engagement style?

Through the combination of finger food with chocolate in partnership with Venchi and the ability to mix the cognac with purified water to enhance the flavor. The cocktails menu, the booklet with famous aphorisms related to the style, small totems, a layout based on the shades of gray, black and amber, and the table tents on the tables, have helped to increase brand awareness and curiosity among consumers.

Why have style and purity been your keywords?

Because Hennessy Fine de Cognac is “pure style”. And what better combination to transfer this concept than that between chocolate, water and the hostess’ black tuxedo? Perfect storytelling.