Cognac In South Africa: Remy Martin Cognac Launches “Live By The Code” Marketing Campaign For Smart Phones
Rémy Martin - leader in the production of fine cognac- has launched the Live by the Code campaign which will be run on QR codes. The brand wanted to make things more interesting and speak to the Remy Martin Man - confident, extroverted, and ambitious who enjoys the finer things in life - in a way that he understands the most.
”The Remy Martin Man is the consumer who demands content that engages with his online lifestyle and seeing that he is a consumer that most probably owns a high end smart phone, the use of mobile technology in conjunction with print and radio advertising seemed the best way to reach him,” says Candice
The campaign showcases Remy Martin’s youthful, funky yet elegant and distinctive personality. What makes the Rémy Martin Live by the Code campaign a benchmark for South African audiences is the fact that the consumer doesn’t necessarily have to own a smart phone to engage with and experience the campaign. The application can be downloaded on any mobile phone that has a camera.
The play on the code is a method of pin pointing and utilising the desire of the target audience to live the life of glamour and style and making the audience feel a part of an exclusive and privileged group. “The adverts are part of the above the line campaign aimed at driving awareness with the consumers. Once the consumer knows about the campaign they are directed to the microsite to register their details. A select few will eventually be invited to party VIP style at two Rémy Martin exclusive parties inJohannesburgandDurban,” says Candice.
The mechanics of the campaign have been planned down to the smallest detail and the use of the QR code is carried out right down to event registration. The codes will have details of the microsite address and instructions on how to use them.
Turbine Hall inJohannesburgand an undisclosed venue inDurbanwill be turned into party venues for high rollers with an outstanding line up of aerialists, SA’s hottest DJs and gourmet food to accompany the chilled Rémy Martin VSOP. The events promise to be astonishing, memorable and special like Rémy Martin VSOP.
