MEDIA-I: Pure White eyes online youth target

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