The Challenge
Hennessy, the world’s best-selling cognac, is dominating the market in Nigeria with a whopping 66% share. It appeals to the new generation of Premium Spirit Drinkers who are luxury nibblers with a passion for living a high-energy lifestyle interested in a fusion of Urban Lifestyle, Hip Hop, Fashion, and Art. In 2020, Hennessy partnered with the National Basketball Association (NBA) globally making Hennessy the “Official Spirit of the NBA” worldwide, making it the league’s first-ever global partnership with a spirit brand.
Hennessy VS “Spirit of the NBA” campaign was launched to leverage the global appeal of both Hennessy and NBA to support a game and culture that brings people together through entertainment. Hennessy extended its “Never Stop. Never Settle” campaign to celebrate the game of basketball with Nigerian fans.
The Strategy
We launched the “Spirit of the NBA” campaign to celebrate the tradition and mindset of basketball fans in Nigeria through a range of consumer events, activations, and localised content.
We used Industry data AMPS and our proprietary CCS data to query our TA’s interests, lifestyle, and preferred media environment which informed our focus on Music and Sports platforms to connect with our TV audience. Influenced by data, we used Roadside Digital Out-Of-Home deploying 10” animated banners 3-faced portraits, gantries, and wall-mounted LED boards to guarantee the OTS as there is heavy foot and vehicular traffic around the selected locations. The creative execution was bold and impactful with over 167,428 impressions per day.
The Results
- 13.6M. Total Reached delivered
- 2.08M Total Engagement delivered
- +23% Market Share versus 2021
