Submitted by: Zainab Pirzada 18/08/2016
With the aim of bringing its spontaneity message to life, Courvoisier knew that partnering with a newsbrand would bring an immediacy and reactiveness to its campaign, which focused on shifting when people drink cognac - taking it from an 11pm digestif to a drink that can be at the heart of a spontaneous night out.
Working with the Evening Standard, it was decided that Wednesday was the best day for 'planned spontaneity', as the day which often spawns stories beginning "we were just going for a quick drink…".
Over three weeks, bespoke Wednesday evening events were held to celebrate Courvoisier's heritage, all with a French theme – from big events including burlesque dancers, mime artists and magicians to a three course sit down meal for 50 people with Courvoisier tasting and food pairing,
A sense of spontaneity and intrigue was created in the run up to the events by utilising in-paper teasers on the Monday, followed with an invite to readers on the Tuesday. Essential information, such as the venue, sometimes wasn't shared until as late as the Wednesday of the event.
An Evening Standard photographer and journalist attended each event, with a write-up featuring in a Solus newsletter to the Evening Standard's database, encouraging people to look out for the next event announcement.
A DPS in ES magazine amplified the campaign, while a social media competition encouraged additional reach throughout the month.