Ingenious Idea for On-ground Promotion (Gold) – Moet Hennessy, Chandon India
In September last year, Chandon India decided to infuse a spark of energy into its conversation with consumers. It began a global collaboration to bring its sparkling attitude to the McLaren Honda F1™ Team.
Taking sparkling wine away from the traditional snobbery involved with swirl-sniff-and-sip, Chandon organized consumer engagements reminiscent of where all the action is at a F1™ circuit – the pit-stop.
From brunches on race-days to having legendary F1™ driver, Jenson Button share his favourite Chandon cocktail recipe, the brand presented sparkling wine in a form that India has never seen before.
Despite the absence of a F1 circuit in India and in the absence of a car, the pit-stop was re-imagined out of origami and the energy via video-mapping. A unique made-to-scale car was placed inside the re-imagined pit-stop. Kangana Ranaut, who personifies boundless determination and a game changing attitude, unveiled the spectacular re-imagination of the pit stop at the Atrium of shopping-hub Palladium Mall, Mumbai.
In India, where sparkling wine is still in the early stages of the product life-cycle, it is imperative for Chandon to educate the consumer without being elusive and unreachable. The unveiling of the pit- stop Chandon installation gave Chandon India the opportunity to nurture its relationship with the consumer. From sharing a sneak-peek at the making of the installation on its digital forums to giving consumers a chance to partake in the vibrant spirit of the brand at the event, the Chandon & McLaren Honda F1™ Team collaboration is yet another talk-point via the ‘Party Starter’ campaign.
The association with McLaren Honda F1™ Team helped garner visibility and activation platform in both on-premise and retail. Brunches and By The Glass promotions to generate trials and thereby repurchase in on premise followed up with limited edition McLaren Honda Chandon gift boxes to induce sales in retail.
