HONG KONG – With the rise of the home bar, Hennessy Masterclass, which is part of the Hennessy Declassified programme, led by world-class mixologists, has launched an online ‘Home Edition’ series across Asia Pacific via Facebook Live as cities in the region continue to abide by the varying levels of lockdown amid COVID-19.
Originally designed for a very select audience, Hennessy brings its prestigious Masterclass series to its social platform opening up the opportunity for all to learn the fine art of cognac based-cocktail making.
“With our customers at home, we hope the brand can continue to bring inspiration to them during this “stay home” time. The online event is part of a bigger campaign we’re running in response to COVID-19 called “Stay connected. Stay inspired”. I believe the campaign title sums up the spirit of how we’d play a meaningful role in this very special time.” Rane Xue, Chief Marketing Officer, Moet Hennessy Asia Pacific, Chief Transformation Officer, China
With cities continuing to face mandatory lockdown, bars and restaurants remain closed and residents at home. As a result, home craft has become a rising trend across the region and the globe, with Neilson reporting total alcohol ‘off-premises’ sales up 24% (March 1 – April 18, 2020). However, getting the right ingredients for the cocktails has proven difficult.
The ‘Home Edition’ Masterclass, see two top Asia mixologists teaching the online audience the art of making professional cognac-based cocktails, with ingredients and equipment easily found at home.
“As we all navigate this new roadmap, it’s been rewarding to witness how our thinking has allowed Hennessy to bring additional value and artistry to its audience at a time when people are becoming more ambitious with their cocktails during the lockdown,” – Jan Cho, Managing Director, TBWA\Hong Kong
“With cities across the region still in lockdown and unable to shoot, this experience became not only a first for Hennessy, who delivered their first Facebook Live Masterclass, it became a first for BOLT, who produced the broadcast live content, streaming it to a diverse audience across seven Asia Pacific markets.
“It was a fantastic experience and a great honour to take part in producing this special edition of Hennessy Masterclass for the region.” – Gerald Tam, Head of BOLT by TBWA\Hong Kong.
“This campaign has shown the effectiveness of understanding audience behaviour shifts in the current COVID-19 reality and having the agility to execute the solution with pace. We saw our audience was spending more time with digital media and live streaming was something that fulfilled their need for entertainment and information. This was demonstrated in the results that we could deliver.” – Anita Munro, Managing Director, L’Atelier ASIA
Event Details
When: 8pm, Saturday, 2 May, Hong Kong time
Where was it shot: Live in a home setting (opposed to its usual format of bar setting) Markets participated: The Facebook live was produced in Hong Kong and streamed to 7 other APAC markets including Australia, Singapore Taiwan, Malaysia, Thailand, Philippines, Vietnam simultaneously.
Results: 2MN targeted reach and 1MN video views on the live-streamed Masterclass across targeted markets
Agency Partners:
TBWA\ ideated & curated the campaign
BOLT\ by TBWA handled the Facebook live production
L’Atelier Asia handled media distribution across the APAC markets
