Blending traditional and modern engagement at Hennessy

In a campaign created to resonate with the modern Chinese digital consumer, TripurX has teamed up with Hennessy to launch an interactive WeChat Mini Program that celebrates the Cognac house’s 150th anniversary expression. The limited edition X.O. Cognac features a striking bottle and decanter designed by world-renowned architect Frank Gehry, who has designed some of the world’s most memorable buildings. His work includes the Guggenheim Museum in Bilbao and the Fondation Louis Vuitton in Paris. The bottle was inspired by the ‘150-year odyssey of Hennessy’ and the rich heritage and craftsmanship of the Cognac house. The Hennessy x TripurX digital brand boutique, which was launched in July, connects the online and offline shopping experience for visitors to Hainan. It combines augmented reality, personalisation and immersive brand content to tell the story of Hennessy’s creative collaboration with Gehry.

The interactive WeChat Mini Program features a dynamic augmented reality replica of Hennessy’s flagship boutique at China Duty Free Group’s CDF Mall within Sanya International Duty Free Shopping Complex in Haitang Bay. It offers six clickable zones which invited users to discover the Frank Gehry limited edition bottle and explore content about Hennessy’s 150th anniversary celebrations. The Frank Gehry Limited edition product zone tells the story of Gehry’s illustrious career and the inspirations for his latest collaboration with Hennessy.

The Anniversary Celebrations zone invites users to select an anniversary greeting to celebrate the occasion and the first anniversary of Hennessy’s flagship boutique in Sanya. Each greeting presents corresponding special effects. In addition, customers can book mixology masterclasses via the Mini Program at Hennessy’s flagship boutique at the CDF Mall or the brand’s store at the Hainan Tourism Duty Free (HTDF) Shopping Complex. Users are able to personalise their products with their purchases later available for pick-up in Hainan. Consumers can also learn about the Hennessy brand universe and are virtually guided through its Sanya flagship store. A lucky draw offers 15 Hennessy V.S.O.P. miniature prizes.