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A successful first digital experiential campaign for LOUIS XIII Cognac
LOUIS XIII Cognac, listed among the most prestigious and rare cognacs, represents an exceptional know-how in the service of quality and time.
The brand’s challenge in the US market was to qualify the existing base and recruit new customers through a unique digital experience with a disruptive approach while respecting the DNA of LOUIS XIII Cognac.
A prize was to be offered as well as an extra benefit for LOUIS XIII clients.
The LOUIS XIII Mysteries experience is the result of a collaboration between Numberly and LOUIS XIII Cognac. This campaign took the form of an innovative game platform, a first for the brand, allowing visitors to enjoy a unique immersive experience.
Solving 13 riddles related to LOUIS XIII Cognac’s history and values, visitors were invited to be part of the experience. The user discovered a unique and enigmatic visual setting thanks to the integration of 3D and 360° elements.
Players could solve the enigmas by finding codes on the platform, the LOUIS XIII website, emails or on social networks. A true cross-channel strategy.
Those who succeeded in solving the thirteen enigmas were eligible to win a dinner for two with a LOUIS XIII tasting in one of the brand’s Fortress Accounts.
In order to give current LOUIS XIII clients a special incentive, they were able to register their decanter number, allowing them to start the experience at the seventh enigma.
After a month and a half of operation, the LOUIS XIII Mysteries experience was a huge success and exceeded its objectives by attracting five times more opt-ins than expected thanks to a particularly effective paid media campaign: 91% of new opt-ins came from the media campaign.
In addition, participants stayed on average more than 19 minutes on the LOUIS XIII Mysteries experience which allowed for a long exposure to the brand thanks to a campaign based on the values, history and DNA of LOUIS XIII.
19
minutes is the average time spent by users within the experience (or on the platform)
55 %
of visitors registered
91 %
of new opt-ins among registrants
80 %
of the registrants played on smartphones
This collaboration with LOUIS XIII Cognac was rewarded with two prizes:
