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.
