June 19, 2008
Hennessy VSOP Artistry Party on Mobile )Madhouse Inc.)
Duration: 20 July, 2007 - 3 August, 2007 & 23 November, 2007 - 6 December, 2007
Company: Madhouse Inc. )www.madhouse.cn)
Agency: ZenithOptimedia Interactive
Client: Hennessy VSOP
Background
Hennessy VSOP Artistry Party is a global music event spanning New York to China and have swept Los Angeles, Hong Kong, Taipei, Kuala Lumpur and Shanghai, Beijing, Guangzhou, Shenzhen. ZenithOptimedia Interactive and Madhouse developed mobile campaigns for Hennessy Artistry Guangzhou Halo and Shanghai Halo, to reach its target audience and express its spirit.
Objectives- To reach specific targeted audience promoting Hennessy VSOP Artistry series in China
- To strengthen the Hennessy branding and interactive experience among its consumer via the new medium
Solution
The Hennessy Artistry mobile campaign site featuring comprehensive information of this Guangzhou Halo and Shanghai Halo has been developed by Madhouse. Mobile users accessing the campaign site can submit their contact details to apply the exclusive party invitations or simply to click “send invitation” to refer the campaign to their friends, Hennessy Artistry celebrity wallpapers are also available to download.
Targeted mobile Ads were served through MadSevingTM system on the extensive mobile ad network MadNetworkTM. Hennessy Artistry Guangzhou Halo ads targeted mobile phone users in Guangdong province surfing finance, news, entertainment, fashion and music channels of leading portals, while Shanghai Halo targeted selected high-end phone, music phone, business phone and Go Tone users in Beijing, Shanghai and Guangdong provinces.
Result
In the mobile campaign, nearly one thousand users requested the exclusive invitation through the mobile site. Desired user information has been collected through the campaign which can be leveraged in designing and implementing future Hennessy campaigns in China.
