MEDIA-I: Moet kicks off digital drive with HK launch

HONG KONG: Moet Hennessy Asia-Pacific has launched its first Asia website to tap into the region's online consumer market. The company, which has only used traditional marketing channels in the past, will now integrate the web with its offline advertising and marketing initiatives. Hong Kong is the first market the brand has chosen to launch its Asian web strategy. According to Moet Hennessy Asia-Pacific regional ebusiness development manager, Margaret Yeung, the creative design for the Moet & Chandon website was produced by D'Arcy Interactive, while the back-end technical work was handled by Cycom Technology. "The main purpose of the localised website is brand building to raise the online presence for the brand as an extension of the offline image," said Yeung. She added that the website would target existing Moet consumers, as well as young consumers interested in learning about wine and champagne. The moet.com.hk website, available in English and Chinese, features Moet downloads, information, TVCs and videos, print ads and posters, which help produce a "three dimensional element to the brand", according to Yeung. "We decided to launch the Hong Kong site first because it is the headquarters for Moet Hennessy and it's where management is based and most strategic instalments begin. There are, however, plans for a regional roll-out, with all sites keeping to the same brand orientation." Yeung said Moet was taking a cautious web approach. "We are approaching the new media very carefully. There has been a lot of consolidation and this has given brands a variety of agencies to choose from. We're getting more and more web designers calling and emailing us because they want to build our website and we are seeing prices fall. "For our other web initiatives, we will be working with Ogilvy Interactive because of their ability to integrate, create and take care of the technical background. This is important because we have generally seen a gap in the market with agencies that can handle the creative, but not the technical back-end." Moet Hennessy Asia-Pacific will launch a regional online and offline promotion for Hennessy Pure White in coming weeks. "As one of our youngest brands, it's a contemporary premium spirit that conveys new attitude elements for the young and the young at heart." The brand has launched an e-newsletter and incorporated rich media elements into email campaigns to create an interactive relationship with customers. It is also building partnerships with etailers and local portals. The new domain will be featured on all advertising and will be displayed at Moet outlets in Hong Kong.

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