The campaign, #MoetMoment, aims to position Moët & Chandon as the champagne brand of choice for those celebrating special and memorable moments. It also supports the brand’s current above-the-line activity, which features Moët & Chandon’s new brand ambassador, tennis superstar Roger Federer.
We Are Social (www.wearesocial.com) is a conversation agency.
The campaign runs across multiple social media channels, and involves a competition mechanism. Using Instagram, Tumblr or Twitter, participants can post photos and messages of extraordinary occasions in their lives that are worthy of celebrating with a bottle of Moët & Chandon champagne, using the hashtag #MoetMoment.
The submissions can cover any memorable moments, such as wedding celebrations, sports victories or buying a first car. Each week, the participant with the best ‘moment’ will receive a golden magnum bottle of Moët Impérial. At the end of the campaign, an overall winner for the whole campaign will receive a golden jeroboam – a three-litre bottle of Moët Imperial – as well as a cooler and six glasses.
All posts tagged with the #MoetMoment hashtag will be collated on the campaign website. In addition to browsing through the campaign entries, those visiting the website will also be able to draw inspiration from posts about cooking, lifestyle and luxury by influential writers.
The campaign runs until 9th November.
Thomas Hirschmann, account director at We Are Social, said: “This is a feel-good campaign which people all over the world are really getting excited about. Everyone enjoys sharing happy moments with their friends and followers on social media, and #MoetMoment adds even more incentive to shout about great news.”
Moët & Chandon and We Are Social launch global campaign to celebrate memorable moments http://t.co/UzGpTfEcsl
— Campaign Brief (@campaignbrief) October 18, 2013
Sandra Lafer, senior brand manager at Moët & Chandon said: “Champagne is known as the drink of choice for special and memorable moments, so We Are Social’s campaign is a perfect fit for Moët & Chandon as a luxury champagne brand.”
About We Are Social
We Are Social (www.wearesocial.com) is a conversation agency. We help brands to listen, understand and engage in conversations in social media. We’re a new kind of agency that combines an innate understanding of social media with digital, PR and marketing skills. We are entirely focused on innovative, creative and effective social media marketing and communications and we like to think we are getting rather good at it.
We’re an independent outfit founded 2008, and have since done great work, won plenty of awards and built an international team of over 370. With offices in London, New York, Paris, Milan, Munich, Singapore, Sydney and São Paulo, we work with clients worldwide including adidas, Heinz, Kimberly-Clark, Unilever, Heineken, eBay, Jaguar, Intel, Moët & Chandon and Expedia on global, regional and local projects.