Project Role
Creative Director, Project Manager

Challenge
Moet & Chandon is expanding into the China market and targeting the new Chinese middle class and young professionals. With little awareness of champagne in Chinese culture, Moet needed an innovative campaign to increase its brand awareness, build its marketing database and energize people to drink more champagne. With no Chinese website, the solution needed to be self-contained with email blasting, mini-site hosted and data collection.

The Solution
Working with Wise Horse, a database marketing company, an online/offline campaign that began with high-impact HTML emails was targeted at young professional and ended with parties at Shanghai's finest bars and clubs. Using Wise Horse's proprietary marketing database, 25,000 emails were blasted to young professionals in both Shanghai and Beijing, guiding guests to an online registration page to capture data. Registered guests were given party information and the chance to win Moet premiums.

The campaign was successfully launched and supported Moet's offline marketing activities. Over the life-cycle of the mini-site campaign, Moet had achieved:
- 30% click-through rate
- 1,800 names collected in the database

Deliverables
Party Promotion Mini-site
Email Campaign

Moet & Chandon
British Airways
Johnson & Johnson
Epson


Marketing Clients

Time Warner
American Airlines
LVMH
Hennessey
Three on the Bund
Mandarin Oriental
Accor Hotels
Manulife