chandon

The Challenge

Launch the global sponsorship of F1 Racing Team McLaren-Honda by sparkling wine brand Chandon (part of Moet-Hennessy) at the Australian GP in March 2016 with a social and content led campaign leveraging drivers Fernando Alonso and Jenson Button.

The client wanted to produce a premium digital and social content film bringing the brand essence of ‘live life unplanned’ and ‘spirit of adventure’ to life that could be localised for use around the world. We had just 10 weeks to put it together, three hours’ access to the drivers and the film needed to be up on social channels inside 48 hours in time for the weekend’s race.

The Solution

Our strategic idea was very simple. Have the drivers, who are in one of the world’s most engineered and planned sports, do something completely unexpected, and utilise one of Chandon’s key assets, it’s beautiful Yarra Valley winery.

We pitted the drivers against one another in a series of unexpected challenges in a gum-ball-style race across the property using different modes of transport. In true F1 style the winner would be crowned on a podium celebrating with Chandon.

We allocated two hours with the drivers to filming, and half an hour each to photography and an event for media and influencers to power coverage and social conversation. Key media partnerships included GQ, Buro 24/7 and Broadsheet.

The Results

4M+ video views (all platforms) against a target of 1.2M – officially viral!
160+ media clips (target 50) with 31M+ audience reach
50 posts by 16 influencers at media event reaching 2M+
13 interviews with drivers at the content shoot
7 partner events and 8 retail off-premise trade activations
Considered by Chandon as best practice for socially-led campaigns

Categories

Alcoholic beverages
Consumer marketing
Content creation and marketing
Media relations
Influencer relations
Sponsorship leveraging