Moet & Chandon by Henry Biggs

YEAR 1 BRAND EXCITEMENT Earned media strategy including consumer and wine media KPIs Owned media strategy including events, sponsorship leverage plus establish Australian Facebook page, Instagram, Twitter Bought media strategy including ATL, sponsored blog posts Physical influencer engagement strategy at hero events Amplify ideas across on and off-premise

YEAR 2 CONSUMER PREFERENCE AND FREQUENCY Earned media strategy including consumer and wine media - increase impact and influence by 10% Owned media strategy includes the above plus new social media platforms and mobile. Create branded content that increases fan and follower acquisition Physical influencer engagement strategy extended to include identification and content seeding to online influencers to extend campaign reach Fully integrated and measurable PR and on/off-premise promotional plan

YEAR 3 CONSOLIDATION AND EXTENSION Earned media strategy including consumer and wine media– increase impact and influence by a further 10% plus add to other key measures Moët et Chandon Facebook acknowledged as one of the top 10 lifestyle brand pages in Australia. Increase fan and follower acquisition Increase physical and online influencer engagement strategy to extend campaign reach Fully integrated and measurable PR and on/off-premise promotional plan

MOËT & CHANDON CREATIVE PROPOSALS

MOËT & CHANDON RACING ACTIVATION

MOËT RACING AMBASSADOR

What? Spring Racing Carnival launch activation. Where? Royal Randwick Racecourse. When? Champagne Stakes Day – 27 April 2013.

Why? To create interest in the Spring Racing Carnival and launch Moët’s sponsorship.

At the launch event held at Royal Randwick, the ambassador would be revealed to be Black Caviar. She would be tacked up in a red saddle and rug to match the Moët seal.

How? Invite key broadcast, national daily print and online media to an event unveiling Moët’s Australian ambassador for horse racing.

Who? Broadcast news National daily newspapers Sporting press Online media

A teaser invitation would state that she is one of the country’s sporting icons, a former Sportswoman of the Year, undefeated in her field.

PULLING THE STRINGS

What? Pre Spring Racing Carnival Promotion. Where? Upmarket Sydney bars serving Moët & Chandon and selected off-premise sites. When? June 2013.

Why? To raise awareness among non-regular racegoers about Moët’s sponsorship of the ATC and Spring Racing Carnival and create a buzz about the Young Members’ Bar. How? Anyone purchasing a bottle of Moët in selected bars or off-premise sites during July and August has the chance to win one of 270 memberships of the Young Members’ Bar at Royal Randwick for the duration of the Spring Racing Carnival. The ‘equine’ stars of the global theatrical hit War Horse will be used in a publicity stunt to generate coverage for the competition and Moët’s association with the Spring Racing Carnival. The stunt would involve the ‘horses’ taken to the busy CBD bars such as the Establishment, the Opera Terrace, Ryan’s Bar and so on. The riders would all be glamorously dressed ‘Lady Godivas’ wearing race day fashions.

Pre-event publicity would see key media personalities and presenters invited to train with the performers and learn how the puppets are controlled. Who? Wine and spirits trade press Bar and restaurant press Print and online listings Broadcast media Sydney local media Breakfast TV Print news media Online

MOËT IMPÉRIAL BRIDLE

What? The ATC Young Members’ Bar Launch. Where? Royal Randwick Racecourse. When? September 2013.

Why? In order to create a splash around the opening of the exclusive ‘club within a club’ Young Members’ Bar on the top floor of the new grandstand at the Royal Randwick racecourse. How? Moët commissions an Australian jeweller to create a ‘$2m Bridle’ in gold leather to match the foil around the neck of the Moët bottle. There would be a large ruby in the centre of the browband to echo the Moët seal and the leather would be encrusted with diamonds.

The bridle would be unveiled to the press modelled by a horse – potentially Black Caviar – surrounded by four mounted armed guards. The bridle would then go on display at the Young Members’ Bar for the duration of the Spring Racing Carnival before doing a nationwide tour of racecourses because every little girl who wanted a pony grew up to want a diamond. Who? Broadcast news National print media Online

FROM THE HORSE’S MOUTH

THE BE S T DRE S S E D

What? The Moët Guide to the Races. Where? Online and mobile – a website and iPhone/Android app. When? Years Two and Three.

Why? To build on Moët’s sponsorship of the Spring Racing Carnival by cementing the relationship between the brand and Sydney horse racing. How? Create a content rich app that will guide non-regular racegoers through the social, sartorial and gambling minefields of race day. Content would include an interactive map of Royal Randwick, a ticket booking function, advice on what to wear and race day etiquette, a glossary of racing and gambling terms and how to place a bet.

There could be features on celebrity horse owners, famous racegoers, live updates, race results, who to look out for and so on. Who? Bloggers Men’s fashion Women’s fashion

MOËT IMPÉRIAL RIDERS

What? Spring Racing Carnival publicity. Where? Sydney CBD and Royal Randwick. When? Prior to and during George Main Stakes Day, 22 September 2013.

Why? To highlight the style and glamour of Moët through its association with beautiful, powerful horses and expert riders.

The riders would all be young and attractive mounted on equally stunning horses dressed in beautiful designer outfits and red leather saddles and bridles respectively.

How? Create a Moët riding display team to open proceedings at the first big race weekend of the Spring Racing Carnival and perform between races in the restyled parade ring, appropriately named the ‘Theatre of the Horse’.

Key bloggers, media personalities and celebrities would be invited to train with the team and learn elements of their routine.

The display team would combine elements from the Spanish Riding School of Vienna, Cossack display riding, British Army tent-pegging competitions and trick riding to create a stunning, visceral performance to entertain racegoers. Moët would be worked into the routines – plucking a glass of champagne from the ground at full gallop for instance.

Who? Bloggers Fashion press Women’s lifestyle Breakfast TV Celebrity press

To generate interest, the team could perform a display in the Sydney CBD in the week prior to George Main Stakes Day.

THE WORLD’S BIGGEST TOAST

What? Activation around the Moët & Chandon Champagne Stakes. Where? Royal Randwick. When? The morning of the Champagne Stakes Day, 27 April at Royal Randwick in Year Two.

Why? To strengthen Moët’s association with horseracing in a lighthearted, sociable manner that creates great photo opportunities for the media. How? Moët hosts the world’s largest champagne toast at Royal Randwick racecourse.

Who? National print media Broadcast media Sporting press

CLOSING CEREMONY

What? Ceremonial end to the Spring Racing Carnival. Where? Royal Randwick. When? During Epsom Handicap Day, 5 October.

Why? To strengthen Moët’s association with horseracing and generate positive brand messages. How? A short ceremony celebrating the spectacle of racing. A Master of Ceremonies, attended by jockeys Darren Beadman and Kirsty Banks will read a short toast praising the bravery of the jockeys, the beauty of the horses, the nobility of competition and so on.

This would hopefully become an annual tradition to echo the pomp and ceremony of Royal Ascot Moët would use the opportunity to announce a partnership with the National Jockeys’ Trust which provides for injured riders. Who? National print media Sporting press Broadcast media

THE MOËT SCOUTS

What? Make the Young Members’ Bar the hottest place to be on race day. Where? Royal Randwick. When? Key dates in the Spring Racing Carnival at Royal Randwick.

Why? To generate word of mouth buzz about the Young Members’ Bar and make it the desirable destination on race days and beyond.

This would allow the wearer and one guest entry to the Young Members’ Bar for the day and the opportunity to be Moët’s guests at the Melbourne Cup Day event at Royal Randwick to create anticipation around that event.

How? On race days, Moët ‘Talent Scouts’ clothed in dramatic, eye-catching red dresses will circulate the crowds, choosing the most glamorously dressed and presenting them with a finely tooled red leather bracelet and attached silver star.

Who? Fashion press Bloggers

DERBY DAY STRATEGY

AMBIENT/ EXPERIENTIAL

MOËT & CHANDON CONSUMERS

BROADCAST

ON-PREMISE ENGAGEMENT

BRANDED CONTENT

INFLUENTIAL ENGAGEMENT EVENT

ON-PREMISE

ONLINE/ SOCIAL MEDIA

DERBY DAY STRATEGY

What? A creative event concept to generate hype and excitement.

Why? Drive awareness and preference for Moët during key sales period.

Where? Melbourne

How? The Moet et Chandon pre-Derby Day event is a highly anticipated event with strong attendance from key VIPs and personalities.

When? Pre-Derby eve

It is now time to take this to the next level, better leverage the high investment costs and generate wider reach and engagement. Stellar will work with an event production partner to create an engaging concept that we can build on each

year to create hype and excitement (à la secret location Cointreau Ball). This would be leveraged via an exclusive event, branded content and social media strategy. An integrated media partnership to drive coverage beyond the social pages. Strong on-premise engagement would drive purchase. Who? Media partner Society pages Bloggers Social media

CHANNEL 7 PARTNERSHIP

What? An integrated partnership with Channel 7 to secure multi-platform coverage. Where? Sunrise, Channel 7 News, Yahoo7 and Pacific Publications. When? Ongoing

Why? Work in partnership with the official race coverage provider to drive awareness and consideration among mass media consumers. How? By working closely with Channel 7 to develop the five key publicity generating activators outlined below. To support this and drive consumer engagement Stellar will develop a compelling competition with a money-canâ&#x20AC;&#x2122;tbuy experience as a prize, via Sunrise - the top rated breakfast show - and online platforms.

ÂŠ STELLAR* CONCEPTS 2013

Who? Sunrise Broadcast news Magazines Online

MOËT & CHANDON BRAND AMBASSADOR AC TIVATION

Moët’s global ambassador Roger Federer has a very strong following on social media and on Facebook in particular where he has around 12.5m followers. Federer’s Facebook page is very engaging and approachable and he is very good at using it to promote his sponsors in manner that doesn’t seem like a hard-sell. Social and Digital media will form a key part in leveraging Federer’s appointment as Brand Ambassador.

THE CHAMPAGNE CHALLENGE

What? A viral video showing off Federer’s skills as a player in a fun way which brings Moët into the game. Where? Facebook and YouTube. When? August 2013 when the Patrick Demarchelier campaign is launched.

Why? To link Federer and Moët in a way that appeals to Gen Y. How? A viral video shows Federer getting ready for an on-court training session but with a difference. Across the court from him is a magnum of Moët with the foil and cage removed from the bottle. Federer proceeds to serve the ball with the aim of knocking the cork out of the bottle.

The ‘Champagne Challenge’ can then be extended as a social media competition through Facebook and YouTube with anyone who can repeat Federer’s feat and post a video of themselves doing it get to meet Federer at the Australian Open. Who? Social Media Facebook followers Bloggers Online sporting press

BRAND AMBASSADOR ACTIVATION

What? Launch the Patrick Demarchelier campaign. Where? Los Angeles media event When? August 2013

Why? Work with global comms team to place the campaign image in metro newspapers, online style and lifestyle sites and blogs around embargoes. How? Host two to three lifestyle and news media at the new ambassador launch in Los Angeles with a focus on converting television coverage to boost awareness and reach. We propose pitching to Richard Wilkins, entertainment reporter, Channel 9 which has coverage rights for the US Open. This would be a live piece from the event with an interview. We should also explore if a cross is possible if Channel 9 are unable to go over.

ÂŠ STELLAR* CONCEPTS 2013

Another proposed attendee Katarina Kroslakova, editor, AFR Life & Leisure, would generate luxury event and brand ambassador coverage. Nick Smith, editor-in-chief, GQ, to interview Roger Federer with a shoot for the fashion pages. Who? Broadcast media Lifestyle magazines Bloggers

FEDERER THE FAST BOWLER

What? An event and accompanying viral video introducing Roger Federer to Australia’s favourite sport.

Why? To make Roger Federer more appealing to an Australian audience in a lighthearted way that highlights his all-round sporting prowess and easygoing personality.

Where? Melbourne Cricket Ground or St Kilda beach.

How? Federer has stated that he is an “avid cricket fan” after meeting Sachin Tendulkar, the Indian player regarded as the greatest living batsman and honorary Member of the Order of Australia in 2012.

When? Prior to or immediately after the Australian Open 2014.

An event would be staged in Melbourne either shortly before or immediately after the Australian Open featuring Federer, Tendulkar and Australian fast bowler Mitchell Johnson. A viral video filmed at the MCG or on St Kilda Beach, this would show Mitch Johnson coaching Federer to try and bowl out Tendulkar. The event would be very humour and lighthearted with eventually Federer giving up on the bowling and ‘serving’ the ball down the pitch to take Tendulkar’s wicket. Selected media and Twitter competition winners would be invited to attend the day. They would also get the opportunity to ‘Face a Federer serve’.

Who? Sporting press Men’s lifestyle media Lifestyle bloggers

MOËT ICE IMPÉRIAL ACTIVATION

Moët Ice Impérial has been created specifically to be served on the rocks, making it the perfect drink for an Australian summer. It isn’t a new product and does have some visibility in bars but it should ‘own’ the summer season.

BREAKING THE ICE

What? A series of summer pool partires highlighting the fact that Ice Imperial is blended to be served over ice. Where? Poolside at the Darling Hotel and similar venues in Melbourne, Brisbane and Perth.

Why? To build an association between Ice ImpĂŠrial and stylish, sexy summer parties. How? Parties styled on the hedonistic and hugely oversubscribed Love Brunch events held in London and Ibiza.

When? January 2014.

ÂŠ STELLAR* CONCEPTS 2013

With a very exclusive guest list, word-of-mouth would make this the parties to be at during summer. The venues would be dressed with beautiful ice sculptures to reinforce the message that the drink is made to be served over ice. Who? Lifestyle media Celebrity pages Social media

THE ICE IMPÉRIAL GUIDE TO THE SUMMER SEASON

What? Social media guides to the best and most exclusive summer events in Sydney, Melbourne, Perth and Adelaide.

Why? To create an association between Ice Impérial and summer in Australia in particular positioning it as the perfect drink for sharing at exciting, glamorous social events.

Other boards would allow people to post pictures of their perfect ‘Moët Moment’, showing them enjoying a drink with friends with one chosen every week to win a Magnum of Ice Impérial.

Where? Year Two and Three.

How? Using social media as the delivery channel, Moët would create the Ice Impérial Guide to Summer. Using different Boards, this content rich platform would provide advice on how to get fit for summer, what to wear, where to go, how to host your own perfect party and so on. Using Pinterest makes it instantly very visual and engaging, upping the glamour factor and allowing it to be pushed out through Facebook and Twitter.

To activate the sponsorship and encourage people to follow the boards, Ice Impérial could sponsor a weekly newsletter such as Concrete Playground, Agenda City or Time Out.

When? Pinterest and Facebook.

Who? Bloggers Social media followers

2014-15 ACTIVATION

HAPPY MOËT FRIDAY

What? Make Moët the default ‘Happy Friday’ drink as people celebrate the end of a successful week and get ready for a stylish weekend. Where? Style bars in Sydney, Melbourne, Brisbane and Perth.

Why? To make Moët the drink for celebrating the weekend. How? The activation would take the form of an on-premise purchase competition in selected bars in Sydney, Melbourne, Brisbane and Perth. Anyone purchasing a bottle of Moët before 9pm on Friday night has the opportunity to win an instant weekend away.

When? Years Two and Three.

The following morning a limo would arrive to take the winner away and a guest away to the weekend of their choice (one for the boys, one for the girls and one for couples) or a money can’t buy prize. This idea could be adapted to an off-premise mechanic by using QR codes on the bottles that when scanned would reveal whether the purchaser was a winner or not. Who? Men’s and women’s lifestyle media Bloggers

TWEET YOUR TOAST

What? Recognising and celebrating success is a key component of the Moët DNA and this will form the basis for a social media campaign. Where? Instagram and Twitter.

Why? To associate Moët with success and sharing with friends.

People send a Tweet to Moët with the hashtag #Moëtmoment explaining what they are celebrating. A winner is chosen to receive a magnum of Moët to share.

How? A social media campaign with a theme of recognising success and sharing special moments with friends and loved ones.

It could also take the form of a photo competition on Instagram.

When? Years Two and Three.

Who? Social media followers Tweeters

THE EXCUSE GENERATOR

What? A social media stunt positioning Ice Impérial as the drink that needs no excuse. Where? Twitter. When? Years Two and Three.

Why? Creating a fun, subversive image for Ice Impérial and associate it with celebrating summer and the sunshine.

This will help people come up with an excuse while they slip away to enjoy a bottle of Moët. The author tells their followers what they need an excuse for – boss, girlfriend, wife, parents – and the best response wins a bottle of Moët.

How? There should be no need for an excuse to drink champagne any day of the week but just in case the Moët ‘Excuse Generator’ Twitter account.

Followers can also Tweet in their own excuse scenario with the hashtag #shampagne and ask others for their excuses.

Who? Twitter followers Facebook fans

THE VINTAGE SUMMER SPORTS DAY

What? A summer social sports event for media and select guests. Where? The Cooper Park Tennis Club. When? December 1 – the official start of summer.

Why? To build an association between Vintage Moët and high class social occasions while leveraging the tennis connection. How? A media and key opinion former event held at The Cooper Tennis Club in Sydney and similar venues in Melbourne, Perth and Brisbane.

A light-hearted, non-competitive sporting afternoon and evening event, this will based upon a country house weekend with upper crust and social sports such doubles tennis matches, croquet and boules. The dress code would be cricket whites or summer dresses. Who? Lifestyle media Bloggers Society pages

MOËT & CHANDON CINEMA ACTIVATION

Cinema is a key strand in Moët’s brand messaging and in 2013 is particularly strong due to the brand’s involvement and high visibility in The Great Gatsby, directed by Australian Baz Luhrmann.

MESSAGE ON A BOTTLE

What? A tie-in with the Australian premiere of the Great Gatsby. Where? The red carpet entrance. When? May 2013

Why? To leverage Moët’s prominent product placement within the film and reflect its Toast4aCause activity at the Golden Globes. How? As the stars arrive on the red carpet they walk past a long display of Moët bottles. As they walk past they will be handed a bottle and asked to sign it. After the event the bottles will be auctioned off for charity.

Who? Wine and spirits trade press Celebrity press Fashion press National news Broadcast media

MOËT AT THE MO VIES

What? A high-profile charity screening held a Royal Randwick racecourse.

Why? To leverage the relationship between Moët and cinema while at the same time strengthening ties with Royal Randwick.

Where? Royal Randwick.

How? Key media, opinion formers, Sydney society and ATC members will be invited to a charity screening at Royal Randwick.

When? Years Two and Three.

The guests will be hosted in the tiered dining area that overlooks the course where they will be served a five course

tasting menu accompanied by Moët champagne. The film will be shown on a giant screen set up on the racecourse itself. This will be the antithesis of the open air cinema, making it the ultimate luxury film experience, which if successful could be repeated in subsequent years. Who? Lifestyle media

THE POWER OF MOËTIVATION

What? Using social media to encourage and celebrate everyday success.

Why? To strengthen the association between Moët and success, however large or small.

The best achievement and the most encouraging follower would receive gifts of Moët to celebrate the goal achieved and their part in it respectively.

Where? Twitter.

How? Twitter users in need of some motivation to help them through to a goal could Tweet a Moët account and receive encouragement from them and from other followers.

Moët Ambassador Roger Federer could be involved in the campaign by asking his followers to Tweet their encouragement during the Australian Open and Tweeting his encouragement to others in return.

When? Years Two and Three.

Who? Social media Twitterati

LADY MÖET

What? An insider’s view of the red carpet and glamorous parties in Sydney and Melbourne.

Why? To strengthen the association between Moët and glamorous, star-studded events.

The blog will have supporting Twitter and Instagram activation plus a competition mechanic to encourage people to follow Lady Moët’s exploits.

Where? Red carpet events

How? In the manner of Belle du Jour, Popbitch and Fleet Street Fox, Lady Moët is the ultimate insider, attending red carpet events on our behalf and writing a titillating, irreverent blog about her experiences on the other side of the velvet rope.

Who? Social media Twitterati

When? Years Two and Three.

CHEF DE CAVE

What? Showcasing Moët’s back vintages. Where? A Great Gatsby associated venue such as St. Patrick’s Seminary in Manly. When? June 2013.

Why? Using the hype and excitement of Great Gatsby to create a fresh and engaging hook for top wine media who may not have been specifically targeted as part of the film’s press outreach. How? A series of one-on-one press interviews throughout the day. This would be followed by a small, initmate dinner - hosted by Benoit Gouez - with a Great Gatsby theme to the food, setting and entertainment.

Who? Wine media Lifestyle press

WINE COMMS

What? Build bespoke, high quality relationships with the key wine media.

Why? Stellar and its key principles have a very long history with the key wine media in Australia.

When? Ongoing

Our philosophy is to customise as much as possible the way we work with each of them to deliver a bespoke, high quality relationship that reflects Moët Hennessy’s brand and market leadership. We are considered industry leaders in blogger outreach and regularly audit reach, engagement and growth levels for key blogger targets and create customised content and approaches for each.

How? Distinguish between top tier and secondary targets An annual media matrix which shows key brand activity, product releases, brand custodian visits, international brand news, seasonal periods including unique content pitches to convert feature stories and product reviews Clear KPIs including penetration, frequency, share-ofvoice, message delivery, AVE, sentiment Who? Wine media Lifestyle press Bloggers

INFLUENCER ENGAGEMENT

What? Driving aspiration through key opinion formers. Where? High profile events Australia wide. When? Ongoing

Why? Influencers and opinion makers play an important role in information seeding, driving aspiration and kickstarting WOM around the brand and its activations.

We also recommend using online analytics tools to identify and audit online influencers and their conversations for seeding unique content to their communities to extend and measure campaign reach and impact.

How? Our targets will be a blend of media, high quality celebrities, business and industry leaders, high achieving sports people and social influencers adapted to suit the environment and occasion of each MoĂŤt et Chandon and Dom Perignon event.

Who? HNWIs Australian celebrities Sports stars Business leaders

Stellar maintains an active database that includes personal information plus current consumer and social media influencer and reach.

ÂŠ STELLAR* CONCEPTS 2013

MELBOURNE CUP AT THE ATC

What? Drive awareness of, and visitation to, the Moët Champagne lounge at the ATC.

Why? To build an association between Moët and racing in Sydney to rival that of Mumm in Melbourne.

Where? Royal Randwick

How? Stellar will work with the integrated ATC and Keystone media plan to maximise reach and efficiencies.

When? Melbourne Cup Day

Stellar will explore potential partnerships with other Royal Randwick partners such as David Jones, Vogue and BMW to maximise opportunities.

Who? Lifestyle media Society pages Social media