Brief: China is the largest consumer of cognac, let along Martell, in the world. However, majority of Chinese cannot afford to travel, let alone travel to France to visit the grounds of Martell in Cognac, France. The objective was to create an immersive experience they could experience online to see the actual Chateau Chanteloup house of Martell in Cognac, France, while learning more about the brand’s history, legacy and products.
Challenge: The largest challenge with this experience was to enable the product to work in China with their intranet restrictions. File size of the content was critical to ensure that high production content didn’t impact file size thereby the site being unapproved for launch in the Chinese market. The CN experience you can see outside of China too is a duplicate of the CN site, because unless you’re in China, you are unable to see the actual CN Discover Martell site. This meant we had to have 2 versions for CN alone, meaning there was 6 sites to manage. Content evolution control across all versions was critical and a content calendar, roadmap and agile backlog approach were used to manage this internally.
Result: We created a 360 interactive experience to be enjoyed on desktop or on mobile via a Google Cardboard experience. This product was localised into English, French, Mandarin and Taiwanese and showcased in roadshow demos by market teams across all Asian markets initially, followed by internationally thereafter to additional markets in Europe, US and Africa.
We created a new section of the site with a well respected local Parisian cocktail maker to show a variety of cocktails you can make with Martell products, including eagle eye view video content to show each step of the cocktail making process. This was localised into four languages too.
Cocktail recipe cards you could like and share via social media.
We included in the experience a virtual experience with the four key artists who were designing limited edition Martell bottles that year. These included Dr Woo, Matthias Kiss, André and Ghetto Gastro.