CHALLENGE
IN CONJUNCTION WITH CHINESE NEW YEAR, HENNESSY WANTED TO LAUNCH THEIR HENNESSY VSOP DELUXE, HENNESSY XO DELUXE AND HENNESSY PARADIS LIMITED EDITION THEMED ON THE ‘YEAR OF THE WATER DRAGON’

FOR THAT, THEY NEEDED A BRAND EXPERIENCE TO EFFECTIVELY PROMOTE BRAND PREFERENCE AND TRIAL, AND STRENGTHEN BRAND AFFINITY DURING THIS KEY FESTIVE SEASON IN MALAYSIA

STRATEGY
TO CELEBRATE CHINESE NEW YEAR IN A WAY THAT FELT MODERN YET DEEPLY ROOTED IN TRADITION, WE TRANSFORMED W HOTEL INTO A BRANDED DESTINATION OF PROSPERITY. BY INTEGRATING MULTIPLE TOUCHPOINTS – FROM STYLISH CABANAS TO MODULAR INSTALLATIONS. THE TAKEOVER CREATED A CONTINUOUS BRAND PRESENCE ACROSS THE PROPERTY. THE STRATEGY WAS TO IMMERSE GUESTS IN AUSPICIOUS SYMBOLISM WHILE ALIGNING WITH HENNESSY’S PREMIUM POSITIONING, TURNING THE HOTEL INTO A SINGLE STAGE FOR A UNIFIED FESTIVE EXPERIENCE

IMPACT
ALL HENNESSY DELUXE AND LIMITED EDITION COGNACS SOLD OUT 1.5 WEEKS BEFORE THE TAKEOVER CLOSED, WHILE W HOTEL KUALA LUMPUR, IMPRESSED BY THE DESIGN AND CRAFTSMANSHIP, RETAINED MUCH OF THE DÉCOR FOR ITS 2024 SETTING