Hennessy X.O.“Jazz”Campaign.pptVIP

Hennessy X.O. “Jazz” Campaign Implementation Plan Objective Image Awareness To deliver a brand experience On-premised trial incidence (Sales) Drive traffic for the partner outlet Strategy Event Theme “Enjoy Originality” Hard facts City: SH, BJ and GZ Proposed event date SH 28, 29 March BJ 4, 5 April GZ 11, 12 April Time From 9:00pm to 12:00pm Pre-event Promotion Jazz themed promotion items to announce party and enhance brand image (budget driven) Coaster: branding + party information Tend-card / leaflet: branding + party information + how to get free tickets Poster: Tailor-made for different outlet, branding + party information + how to get free tickets Other in-store merchandising items Executed by Region Office 2 weeks before event Party Entrance Free entrance with purchase One free ticket with 2 Hennessy XO purchase In 2~3 key partner outlets 2 weeks before event Around 50 persons Free tickets for VIP VIP consumers, invited by regional sales Key dealers Around 10 persons On-site Decoration Jazz themed decoration items to deliver brand world / branding (budget driven) Event backdrop on platform Table display unit Product display unit Reception area Bottle glass display Key Mechanics Special Jazz Performance D.G.A FRIENDS Jazz Band, 6 pieces band Vocal (2) / Keyboard / Bass / Drum / Chinese flute Key Mechanics Interactive music games Option 1 Jazz Band play famous Jazz song and the guest who can speak out the song name will be awarded a special prize Option 2 Invite guest to choose a famous Chinese song from a prepared list and Jazz Band will play this song with Jazz style Key Mechanics Free drink One entrance ticket to include 2 free trial samples of Hennessy XO Cocktail (made with XO) free drink provided by Consumer Promoter with shot glass On-premise further trial purchase Consumer Promoter to stimulate on-premise further trial Special sales promotion for two party nights Key Mechanics Lucky draw Collection name cards during reception time Two