Moët Hennessy Diageo France wanted to find a way to attract a new generation of French drinkers and to revamp Cognac’s image to a modern classic.
NEW INTERACTIONS WITH CONSUMERS
To do this we needed to enhance the brand’s playful and digital side by adding a new dimension to their interactions with consumers. We imaged a chatbot – Richard Hennessy’s chatbot – that not only educates consumers on Cognac’s history and manufacturing process in a lighthearted and fun way but also shares some new cocktail creations and entices consumers to visit Hennessy in store.
TRANSFORMING CULTURAL HERITAGE INTO A CHATBOT EXPERIENCE
We curated a wide versatility of content and sources, inner stories, archives, to try to find the hidden gems of Hennessy. Once the various content tracks set up, we’ve come up with various content journeys, making sure our users would find enough value in spending time with the chatbot.
ADDING MAGIC TO THE CONTENT
In order to maintain interest among the thousands of potential journeys, we added various layers of gamification like quiz, actions, to make the users really get involved with the experience.
RECRUITING BY LEVERAGING HOOKS
In addition to the regular experience, we’ve created a strong paid social media strategy; ads were precisely driving users to a specific section of the content, making sure the click to the bot was a flawless experience. From history pieces to mysterious anecdotes, from challenging copies around an “impossible quiz” to tangible services like cocktail recipes, various target audience had an interest in enjoying the bot
Creative strategy team: RE-UP
Creative Direction: RE-UP
Chatbot conception & development: RE-UP, Space & Lemon
Media agency: KR
Social media assets (Facebook)
Photography & videos