Award: CAMPAIGN CATEGORIES \ C08. Best Experiential Marketing

Considering its overly playful brand image and difficulty in securing revenue growth with normal vintages, Dom Pérignon decided to leverage the Plénitude 2 new product launch to elevate its brand image, and lead the trend of pairing with Chinese fine cuisine. The Dom Pérignon Plénitude 2(P2)event created a localized concept with cultural nuances, amounting to a series of ultimate experiences with the most eminent Chinese media faces and HNWI clients.

We elaborated the P2 concept with traditional Chinese culture, leveraged five Chinese natural elements in Lijiang; highlighted the power of time in Wuzhen, invited a Michelin-starred chef to create an exclusive menu and incorporated ultimate luxurious touches with exquisite event details and brand collaborations. The P2 activations helped Dom Pérignon to achieve great coverage (over 8.4 million RMB media value) and WOM to stimulate HNWI sales.