MEDIA-I: Pure White eyes online youth target

TAIPEI: Hennessy has launched an e-marketing campaign for its youth brand, Pure White, in an effort to tap Taipei's youth market. The campaign, created by Leo Burnett Taiwan, marks the first time the company has used the internet as a marketing medium for any of its brands. According to Larry Lok, director integrated and digital services at Leo Burnett Taiwan, the agency won the Pure White business and created the campaign on a budget of about US$25,000. "From a creative standpoint this was a really fun account to work on because it hinged on a 'break the rules' line. So it gave us the freedom to be provocative. Pure White is a niche brand that appeals to the more trendy, upscale drinkers who are also young. As a result, the idea is not mass market but to take a very focused approach. That's why we didn't quite have the budget that a Coke campaign might have, but it allowed us to be cheeky," said Lok. The campaign uses a combination of creative with text links, banners, buttons and loop viral marketing on up to 25 sites. The online media was segmented by age and lifestyle, using specific sites that tied in with the Pure White drinker, including horoscope sites, movie links, floating banners on joke pages, fashion news and pop up windows on MTV.com. "The only restriction with the work was that much of the campaign was constructed on a template based on the international print work. We decided to make the Hennessy bottle the hero in the games. It's for a younger generation, so there may not be much logic in much of it, but it's entertaining," Lok added. In one game, the user must navigate through a crowd of people, discovering a piranha in a bottle of Pure White. The idea was to encourage users to discover new mixes with Pure White. Lok said the results were impressive. "The client is able to build a database now. It will be easier to target their drinkers for future promotions through e-newsletters."

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