CHINA. Chinese consumer platform TripurX — which works closely with The Moodie Davitt Report — has teamed up with Cognac house Hennessy to launch an O2O WeChat Mini Programme in celebration of Lunar New Year.
The Hennessy WeChat Mini Programme — launched through TripurX – targeted travelling shoppers in Sanya, Haikou, Guangzhou and Shanghai and featured a selection of Lunar New Year-themed Hennessy expressions.
The innovative O2O campaign featured online pre-order, customised digital services, exclusive in-store experiences, localised digital banners and a lucky draw.
The Hennessy WeChat Mini Programme journey began with customers receiving Lunar New Year lucky cards and a variety of Hennessy coupons. Customers who purchased Hennessy V.S.O.P, James Hennessy, and Hennessy X.O. also received a miniature 50ml Hennessy as a free gift.
Customers could also have their complimentary gifts delivered directly to their home addresses, after they had picked up their Hennessy products at the airport.
Customers also received an additional 2,000 TripurX coins — with every 100 coins convertible to 1RMB to use on the TripurX ecommerce platform — as an extra purchase incentive. The journey concluded with a special lucky draw that offered a total of 30 prizes, including a miniature bottle of Hennessy V.S.O.P.
Travellers to Shanghai and Guangzhou benefitted from pre-order services, which were rolled out in partnership with China Duty Free Group. Meanwhile, travellers to Sanya enjoyed personalisation services as well as a free Lunar New Year-themed cocktail, redeemable in-store, through Hennessy’s Mixology Atelier programme.
In order to geotarget customers in specific travel retail locations, the campaign also used localised digital banners and ads, with visuals and messaging specific to China Duty Free Group’s stores in Sanya, Guangzhou and Haikou and to Sunrise Duty Free’s stores in Shanghai.
The Hennessy WeChat Mini Programme was also integrated with the Cognac house’s own ‘Blends by Hennessy’ Mini Programme. By clicking the main banner on the Blends by Hennessy homepage, customers can book a Hennessy X.X.O. Tasting experience at the brand’s recently-opened flagship boutique at the Sanya International Duty Free Shopping Complex in Hainan.
This is not the first collaboration between Hennessy and TripurX. Last year, the partners teamed up to launch a VR experience with China Duty Free Group (CDFG), to showcase the brand’s newly opened boutique at CDF Mall in Sanya to millions of users on the WeChat platform.
As reported, the flagship store is the Cognac brand’s first boutique in Mainland China. At the boutique, customers are treated to a one-of-a-kind experience that allows them to discover, taste, and purchase the world’s best-selling Cognac while being immersed in the luxury world of Hennessy.
To further drive traffic from online to offline and to enhance the Hennessy in-store experience, customers are encouraged to input their data to receive a special Hennessy experience coupon. This can be used at the Hennessy boutique at the CDF Mall to redeem a free Hennessy X.X.O. tasting session and a complimentary Lunar New Year gift.
As reported, Hennessy X.X.O one litre is only available in travel retail and is offered exclusively in the boutique.
From now until 20 March, the Cognac house is also hosting a special pop-up at the Sanya International Duty Free Shopping Complex in collaboration with China Duty Free Group. The ‘Hennessy CNY Lucky Bag Vending Machine’ invites customers to sign up for the Hennessy WeChat Mini Programme in order to receive a free gift. Furthermore, the vending machine rewards loyal Hennessy customers by giving those who have already purchased Hennessy products the chance to win higher-value prizes.
The Hennessy WeChat Mini Programme, launched through TripurX, successfully converted online traffic to in-store purchases and used real-life activations to drive traffic to the digital programme. According to the partners, it also boosted online customer engagement and expanded Hennessy’s consumer base in key Chinese travel retail hot-spots.
Note: Look out for an interview with TripurX Founder Kan (Arthur) Cong in the special Hainan-focused edition of The Moodie Davitt Magazine, out later this week.
