Chivas events_and_activation 2008

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Live with Chivalry – event activation by Emotion
August 25, 2008

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Landmark event – venue proposals
and next steps

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Landmark event – key features
 Audience: target 1,000 pax
 Media
 Consumers
 Trade
 Date: Nov 14 or Dec 12
 Location: Shanghai
 Concept: consumer event with full blown Chivalry experiential journey + PR
value (a curated Musical) plugged within the general framework

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Landmark event – venue recommendation
guidelines
 When identifying potential venues for the landmark event, we bear in mind
the following set of requirements and constraints:
 Sufficient capacity to host a 1000 pax crowd and develop a comprehensive
Chivalry experiential journey synched up with the proposed platform
 Logistical capacity to host a musical with a “state of the art” stage
 Understanding of the strategic 360 context of the landmark event
 Proposed activation of a PR buzz around the event (in time & space)
 Necessity to surprise the guests with a “fresh” location
 Availability on Nov 14 & Dec 12 (tentative dates)
 Manageable license issues (event, performances, alcohol)
 Rental cost concerns (because of required setup time)
 Possibility at this stage to explore both outdoor and indoor venue options

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Landmark event – venue recommendation
 Based on the aforementioned criteria, and since we don’t want to discard
any option at this stage, we propose a selection of 2 venues:
 1933 (Puxi)
 Shanghai World Financial Center (Pudong)

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1933
Introduction
1933 strives to realize a vision sustained by three core elements of Design, Lifestyle
and Learning. 1933 seeks to define true wealth: a holistic approach to life that is
rounded and balanced and not simply material. 1933 will be on the cutting edge for
food, fashion, arts, culture, education, and design.
1933 transforms an old art deco abattoir into a creative hub focused on three core
elements:lifestyle, design and learning.With its diverse range of large, functional
spaces, uninterrupted floor plan and distinctive style, 1933 is an idea venue for small to
large-scale events

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Location
上海市虹口区沙泾路 10 号

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4F Theater
At the heart of the building, the dazzling 1535sqm theatre-in-the-round on the 5th floor
has a glass stage reflecting the feature steel and glass dome above. It is serviced by a
3.5-tonne industrial lift capable of ferrying a vehicle.

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Reference pictures – 4F Theater
Site pictures

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Reference pictures – 4F Theater
Event pictures

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Practical information
Total area: 1500 sqm
Glass area: 600 sqm
Bearing of glass area: 300kg/sqm
Height: 7.4m (the highest part)
Rental fee: 350,000/day (including semi floor and electricity)
Setting up time: 24 hours (delivery of goods only from 22:00 to 10:00)
Elevator: 2 small for guest and 1 big for both guest and goods

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Floor plan – 4F west facade

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Reference pictures – 4F West facade
Site pictures

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Reference pictures – 4F West facade
Event pictures

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Total area: 1500 sqm
Height: 4.2m
Rental fee: 180,000/day (including electricity)
Setting up time: 24 hours (delivery of goods only from 22:00 to 10:00)
Elevator: 2 small for guest and 1 big for both guest and goods

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Parking information
1933 main
building
30 in total,
30RMB for each vehicle

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Another Parking area
70 in total

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Venue analysis
Advantage:
 The building image is premium and chic which fit very well with Chivalry concept.
 Ｔ he capacity is big enough to accommodate 600 people at the same time.
 Up to 7m high ceiling allows nice lighting to deliver a proper live musical show.
 Reasonable rental price.
Shortage:
 The venue is a little bit overexposed.
 The surrounding is not fancy enough compared to downtown CBD.

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Our proposal
The venue has been used and well-known by public, which actually give us a chance to
show how CHIVAS can transform it into. Then the focus will be mainly on how the brand achieve,
rather than a fabulous new venue attract all the attention.
To materialize it, several ideas attached below:
• Wrap-up the whole compound to make it a complete modern castle. Which will
block the sight on surrounding and make the venue thoroughly CHIVAS.
• High board with projection will recreate a castle entrance which offers the first
impression upon arrival.
• Huge board at the edge of the compound with projections to complete the
“castle” which images and pattern…
• Building projection can be applied to the façade of the hotel right positioned at
the entrance of the venue which provide the chance of pre-event teaser…
more ideas to be developed…..

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Board at the edge of compound
Façade of the hotel
Projection façade of 1933
Riverside curve
projection board
Parking area
Partition entrance board
Projection façade of 1933

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Entrance wrapped by big board with castle images projection

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Possible Projection Location – façade of the hotel
TBC – need to communicate with the hotel

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Projection on façade of 1933 – Side face of 1933

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Projection on façade of 1933

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Huge board for projection at the edge of the compound

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River side curve projection board

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Shanghai World Finance Center

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The Observation Deck on the 94th
floor:
 Unique and extensive views of Shanghai
 Floor area 760 sqm
 8m high ceiling
This outstanding facility is available for prestigious occasions including high
profile corporate events, luxury product launches, celebratory banquets and
special gala evenings.
An unparalleled surprise for memorable occasions

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 Total area: 760sqm including corridor and access areas
 Ceiling height: 8m
 Rental fee: 1,000,000RMB/day (including electricity: 100Kw, except Sat.and Sun.)
 Setup time: 24h (normal maximum rental time: 2days)
 Maximum capacity: 400 pax
 Venue can be rented on week ends only for high end and luxury events. Venue
needs to have more details about the event before making a decision to rent or
not.

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Recap venue proposals – next steps
 All proposed venues match part of the requirements from the client
 A structure or Tent + façade in a outdoor venue in Lujiazui or in Puxi would
allow to maximize the combined PR buzz and Chivalry experience with the
benefit of leveraging on a not too over-exposed location
 Emotion is aware that this direction requires to build a temporary structure
and we have already identified several creative options that could match
the Chivalry experience look and feel (see following slides)
 Emotion will need official feedback of Pernod Ricard China on that direction
whether it’s worth being contemplated any further cost-wise (structure,
membrane, setup/dismantle, transportation costs will add up)

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Chivalry experience during landmark event

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Main design directions & concept - experience
narrative
 The flow of the experiential journey brings the guests through different stages:
the understanding of chivalry (I), the discovery of their inner chivalry (II), the
unleashing of the chivalry values they make their own (III)
 Guests are eased through the labyrinth of knowledge: they are introduced in
an entertaining manner to the codes and the protocol of chivalry
 An entrance corridor: guests can discover they have a knight within
themselves (shadow wall)
 A comprehensive Chivalry experience with a main room and different
satellite areas dedicated to the experience of chivalry core values and
where they can unleash the chivalry within themselves, get inspired to act
with chivalry (bravery, honor, fellowship, camaraderie, gallantry, etc.)

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Experiential venue – seen from outside
()*Design to be updated to incorporate Chivalry brand guidelines

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Experiential venue – seen from top

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(I) Understanding of chivalry – initiatic and
interactive journey in the labyrinth of knowledge

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(I) Understanding of chivalry – Inside the
labyrinth of knowledge

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(II) The knight within – discover the chivalry in
you (photo)

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you (shadow wall / magic frames / etc.)

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(III) The chivalry values unleashed – main area
and satellites areas (for core values)

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Full blown chivalry experience – wrap up of
design content and interactive mechanisms
 Labyrinth of knowledge: understanding of codes and protocol
 Entrance corridor: discover/reveal the chivalry/knight within
 Main hall and stage: gathering of modern knights acknowledging each
other
 Chivalry values experiential areas (fellowship, brotherhood, honor, courage,
etc.): unleash the chivalry spirit in you, involvement and participation of
modern knights in the chivalry values brought to life
 Some areas (such as gallantry, adventure, etc.) are still under design and
mechanism development
 Necessity to setup a specific meeting with PRC, in order to clearly validate
the exact content of the full blown Chivalry experience for the Landmark
event

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Chivalry activation - medium scale events

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Chivalry activation - medium scale events
 For medium scale events, we still recommend to leverage on the three steps
(understanding, reveal, involvement) in order to really convey the global message of
chivalry
 However, for budget reasons, Emotion will work with Pernod Ricard in order to:
 identify the key “chivalry value satellite areas” we want to emphasize and limit this number to
3 maximum
 Reduce the size of certain parts of the experiential venue (great hall, entrance corridor) while
keeping the key iconic deco elements (i.e. magic frames)
 simplify the flow of certain mechanisms (labyrinth of knowledge)
 Emotion will propose at a later stage such “streamlined experience” version and the
associated estimated production cost based on the confirmation from Pernod Ricard
China on which segments of chivalry it’s necessary to communicate at that level

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Live with Chivalry – In bar activation mechanics
by Emotion

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Summary
 Understanding of the context of In bar activation
 “What kind of knight are you”?  interaction
 “A toast to the Chivalry values”  Performance and interaction with
consumers
 “We do it better together”  Adventure game (table interaction with
promoter)
 “Brotherhood/fellowship”  high-tech Photo call

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Understanding the context of
In-Bar activation
 All venues are different in size, layout, atmosphere
 Performance stage: not always existing, or can be a 2mx2m podium
 Decoration items: because of space and night atmosphere (dimmed lights,
crowded room), the most efficient deco items for brand visibility are:
 Entrance/welcome area
 ceiling items
 Standing displays
 Using the “pattern” (or “crest”?) on usable surfaces in the outlet (walls, mirrors, etc.).
The “pattern could be used as die cut stickers, or even in more sophisticated
materials (leather, acrylic, stainless steel, fabric, etc.)
 video content (Video Mix, footage of landmark event/big events, etc.)

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“What kind of knight are you?”
 Entrance option:
 Interactive “corner” with touch screen “station”
 Consumers go through a “quiz” to find out which of the Chivalry values is the
strongest in them
 the Quiz (to be further developed):
• Several pictures representing the same “value” (ex: Gallantry) are shown to consumer
• Each picture expresses a different degree of said value.
• Consumer selects the most appealing picture
• After selecting his/her favorite pictures for each value, the result of the quiz associates
the consumer with the one Chivalry value where he obtained the strongest score. The
symbol of his/her “clan”/”group” (1 symbol per value) appears in full screen.
• The promoter hands out a “badge” (object TBD) representing the said “clan”/”group”
and announces to the consumer that the ”badge” will be a powerful symbol later during
the night and he/she should keep wearing it.
 Table interaction option: Our recommendation
 Same content as above, but using a portable touch screen device (depends on
outlet entrance size and space)

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“A toast to the Chivalry values”
Performance idea (to be further developed)
 Performers are knights that represent each a “clan”/”Group”. Consumers will
recognize by their “badge” which performer (“knight”) represents them
(similarity with performers costume).
 A mix of choreography, techno/house music, impressive costumes, and
modern swords
 Scenario to be developed
 Main idea:
 Each knight will, at one time, raise his glass to his “value” and propose a “ganbei”
with the related “clan”/”group” in the crowd.
 A VJ clip/jingle will announce each ganbei with video references to the related
values to inform the concerned “clan”/”group” that they should raise their glasses
too.
 Performance will be a fencing-based choreography (to be developed)
 At the end of the performance, all knights on stage will raise their swords together
for a general ganbei (the gathering/recognition of all knights)

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“We do it better together”
Table to table adventure game (to be further developed)
 Using high-tech systems (heat sensor switches and touch screen technology)
 Idea: a “treasure chest” with an incorporated touch screen and heat sensor
buttons on the sides (Mixing sophisticated materials with lighted effects
(leather, metal, etc.).
 Developing a game program that requires each consumer of the same table to play
 Objective: decipher the digital lock and open the chest to access the “treasure”
 The Treasure: can be free drinks for the table, a gift coupon for a Gym session
for the table, etc. (to be developed)

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“Brotherhood/Fellowship/Honor”
photo call
 To be adapted to in-bar sizes and spaces
 Accessories: modern “Chivas” swords (to be designed)
 Group pictures to enhance the Brotherhood, Fellowship and Honor values
 Background: digitally added by computer. Can be a castle scenery, or other
chivalry related scene (cf: Print ads).
 Picture printing: on-site photographer with simultaneous printing equipment

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Landmark and activation – pending issues
 Venues
 The landmark event in Shanghai answering both marketing and PR objectives
(devised in partnership with APNC), the venue proposal will take this into account.
We don’t want to narrow down too much the options at this stage as it is complex
to find a venue that answers perfectly both requirements. The idea is to lay all
options on the table to help Pernod Ricard China validate internally what venue
appears the most suitable.
 Concerning the medium scale events (regional launch & 2nd tier city events), we
are still expecting a validation of the exact list and number of cities involved. We
can in the meantime share information on a list of potential venues in some of the
main Chinese 2nd tier cities for client’s reference and feedback.
 Concerning the in-bar activation, EMOTION needs to receive a detailed feedback
from the sales of Pernod Ricard in order to devise the most efficient logistical
planning (which directly affects the overall production costs of the upcoming
campaign)

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General timeline issues
 We feel it is important to raise the following concerns:
 In bar events generally leverage on some decoration items whose design has been validated and
used for the launch event. By putting these in bar events before the launch party, we cannot
benefit from that. And we lose the wow surprise effect of the launch party innovative design
 Proposing isolated mechanisms on the markets before a global chivalry experience during
landmark event may lead to lose momentum on the global message – which is detrimental to a
comprehensive and clear first encounter with the new brand positioning
 Our experience is also that designs can be validated quite late in the process – so we may not
have the deco elements ready for in bar events if the whole picture of the launch event has not
been approved by then.
 We understand the need to be very reactive on the markets but we feel at the same time that it
should not come at the expense of the platform brand integrity and visual identity if we want to
aim at consistency
 Is the Dec 12 date for landmark event validated or is it possible that the launch event takes place
on Nov 14 instead? This would impact the design and production schedule significantly

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General timeline issues – next steps
 Once the main timeline issues of concern for us have been cleared up,
Emotion will propose a global retro-planning of the deployment of the
Chivalry experience across BTL channels:
 Landmark event (design/production/setup/event/dismantlement)
 Medium scale events (design adaptation/itinerary/schedule
 In bar events (design/production/itinerary/schedule)
 In bar promotions (design/production/Promo kit dispatch)

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General Budget issues
 With the landmark event being partly consumer and partly PR, how will certain
costs of producing the event on PR side (Musical creation, specific stage, potential
venue requirement) be absorbed by a specific PR budget?
 Before these issues are resolved, we have in the meantime started quoting key
deco elements for the event activation across the different channels. It’s mostly a
deco item/experiential area-based quotation at the moment (modules without
venue consideration) and this is still under process since we are putting several
suppliers in competition and some interactive elements require a longer time to be
quoted.
 Emotion needs client’s validation on key issues (cities & venues with dates) to be
able to move forward on design adaptation to existing venue and subsequently
budget estimates for deco kit/kits production with an optimized logistical budget
component

Chivas events_and_activation 2008

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