“I only drink champagne on two occasions, when I am in love and when I am not.” – Coco Chanel
CHANEL X DOM PÉRIGNON
For this mock co-branding task, teams were tasked with creating a magazine advertisement for a Chanel x Dom Pérignon collaboration. We decided to make an ad for a ‘scavenger hunt’ style collaborative campaign, in which limited edition Chanel x Dom Pérignon bottles of champagne would be hidden in select Chanel stores around the world.
For this campaign 100 co-branded bottles would be carefully hidden across Chanel’s 310 stores. This number was chosen to maintain the exclusivity associated with the personas of both brands. With 100 bottles to find, the number is not so small that it seems impossible and therefore is more likely to engage a wider audience and stretch the campaign out longer before all bottles are found. But at the same time, 100 bottles is still a very small number in the scheme of Chanel/Dom Pérignon’s consumer bases, and such a limited edition product adds to the luxury brand image of both partners.
The magazine ad created is only one aspect of the marketing strategies to be used, but is an effective way for the campaign to gain secondary brand association. For example, by appearing in Vogue magazine potential consumers automatically associate luxury and exclusivity with the products advertised, or in this case, with the campaign. Other channels for promotion to be used include social media predominately, as well as signage in big cities, potentially celebrity promotion, and communications to subscribed Chanel and Dom Pérignon customers.
This ‘scavenger hunt’ style campaign was chosen in order to achieve the highest level of Keller’s brand equity model: brand resonance. For the uninitiated, a key component of resonance is active engagement, in which consumers invest time, energy and/or money in a brand outside of the act of purchasing a product or service. By incentivising consumers to join in on the hunt, not only does this get people into Chanel stores and consuming Dom Pérignon’s products, but both brands gain heightened awareness and engagement within their respective markets.
Similar campaign concepts have been used across the marketing world, in different industries. One good and very topical example is just prior to the release of Avenger’s Endgame in April 2019, Marvel got fans involved in a scavenger hunt for the chance to win tickets to the premiere screening. Another example is notorious street artist Banksy’s 2013 New York residence, in which a new graffiti piece was done every day and posted to social media. This is a great example of the power of marketing, as we saw people rush to be the first to discover the location of each piece, without even the promise of free stuff, let alone boujee free stuff.
This blog post was made for a MKTG3023 assessment task.
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