Defining a worldwide brand activation platform in the cinema
Founded by Florens-Louis Heidsieck in 1785, Piper-Heidsieck is a French Champagne House. In the late 1980s, Piper-Heidsieck became part of the Rémy Cointreau group, then sold in 2011 to EPI. The new management, aware of the cinema heritage and Piper’s long-standing relationship with this art, wanted to define a cinema platform for an integrated brand communication with a 360̊ activation.
First task was to make sure that the new overall brand promise and positioning were aligned and possibly leveraged in the cinema industry. Our main task was to define a worldwide launch event activation platform with selected event guidelines (key success factors), as well as defining a specific positioning statement in the cinema.
We first carried out a “Tour d’horizon” of the most influential, international film festivals in the world, looking at comparable brands currently associated with film festivals. Through viewing the history of Piper-Heidsieck, we established the strong link between the brand and the cinema. We identified new touch points related to the cinema in order to promote Piper including new sponsorship (and/or product placement) opportunities.
We defined a cinema platform with 360° brand activation: worldwide, all year long, multi-scale – focused on events aligned with advertising, PR and merchandising. In order to promote Piper-Heidsieck in the cinema, we created an immersive new brand website. Today, Piper-Heidsieck is one of the few “Champagne of the cinema”, with a global presence in multiple high-profile events, including The Oscars and Cannes International Film Festival; creating a strong emotional bond with consumers.
Implications & gaps
Brand book & guidelines
Client journey & touchpoints
Client experience measurement
Learnings & insights