Martell is aiming to recreate scenes in restaurants in China where it is the alcohol of choice for diners.
To do this, the Pernod Ricard-owned brand has engaged BBH to create a content series called “Martell Curious Restaurant” and features a virtual restaurant. People are encouraged to explore the restaurant using the gyroscope in their mobile phones.
By doing this, they will learn about Martell’s products like Distinction, Cordon Bleu, and Cordon Bleu Extra through stories titled “Unexpected Happiness”, “Decision of Friends” and “The Last Meal”.
The series will tell of how strangers are brought together by pairing the Martell products with food.
For example, “Decision of friends” is a story of how childhood friends nearly fall out when deciding whether to sell a business they built together to a bigger company.
“The objective of this integrated content hub is to drive brand and product preference for Martell in the Chinese dining context,” said Tiger Wang, the associate brand director at Martell.
“The current experience beautifully builds on the brand idea “Be Curious”and provides us a unique opportunity to connect with our consumers with an experience they will enjoy. The fact that most of our relevant platforms have been integrated within the restaurant makes the experience richer.”
The content hub will be updated with new stories and will be driven by banners and trailer films.