Hennessy XO“Jazz”Campaign.ppt

Hennessy X.O.“Jazz” Campaign Campaign Objectives To highlight the “lighter-side” of Hennessy X.O. and allow it to be enjoyed also as a social / lifestyle drink some hard facts… 35 + Male SH, BJ, and GZ Campaign Strategy By exploiting the potential of a series of “Jazz” based events to strengthen the communication experience between the brand and the target consumers Event Objectives Image Awareness To Deliver a Brand Experience On-premises Trial Incidence (Sales) Drive Traffic for the partner Outlet Event Strategy Mechanics Special Jazz Performance Consumer Draw Brand World Ambience 1 Entrance Ticket to incl. 2 Free Trial Samples of Hennessy X.O. On-premises Consumer Promoter to stimulate further Trial Purchase Performance Criteria An UNIQUE performance Image: Ownable Platform Image: Quality to deliver the Brand Sellable to drive P.R. Consumer Interest Not a “me-too” “lounge performance” Good enough to Sell Tickets The “Show” / Theme “Enjoy Originality” an International Casual Jamming Session Spectrum of Jazz Talents Spectrum of Talents Footprints Jazz Band Shanghainese 5 piece band: Keyboard, Bass, Horn, Drum, and Vocal Classical Music Background Roland Launch Party, American Consulate / AMCAM Party, German Consulate Party, Shanghai Academy of Music Concert, ￥ 15,000 / night (2 sets of 1 hour) Spectrum of Talents H.R.P. Trio Shanghainese 5 piece band: Keyboard, Bass, and Drum Classical Training Series of Commercial Activities Performance Sessions ￥ 20,000 / night (2 sets of 1 hour) Spectrum of Talents Passion on the Bund Shanghainese Young (Avg. 27) Commercial Performances 5 pieces band Keyboard, Bass, Trumpet, Drum, and Vocal ￥ 20,000 / night (2 sets of 1 hour) Spectrum of Talents Zhang Xu E-violinist Strength in Rock Roll but able to Play Jazz as well Young, Dynamic Special ￥ t.b.c Spectrum of Talents Guy Le Clair and the Frank Sonatas Australian Artist / Composer 4 piece band: Keyboard / Guitar / Drum / Bass ￥ 40,000 / night (2 set