Our Challenge: Piper-Heidsieck had been discounted over the years in the Australian market. This had lower it's value perception with the youth, we needed to build consideration and make it social media worthy again.
Our Insight: Youth only purchase champagne for special occasions, we needed to make it the everyday occasion drink.
Our Solution: We created different events and moments where the youth themselves could share why Piper was the perfect drink for all occasions. We first created "Piper Pop-Up Parties" launched with high profile celebrities parties around Australia that popped-up everywhere. Then created a Facebook page where you could book a place and time fror your friends to have your own "Piper Pop-Up Parties" using Facebook Events calendar and google maps. With a few high profile people partnerships to drive the occasions further.
The Idea: Piper Moments
Channels: Live Events, PR, Experiential, Social Media, Web Viral/Content, Mobile,