Rémy Martin distills abstract art in AR campaign for cognac

Brief:

Cognac brand Rémy Martin launched an augmented reality (AR) application in collaboration with artist Matt W. Moore based on his "Vectorfunk" abstract graphics, the company announced in a press release.
The gamified smartphone app, which works works similarly to Pokémon Go, lets users find clues that take them through an adventure in major cities such as New York, London, Moscow and Shanghai.
Playing with a pallet of 3D graphical elements inspired by Moore's art, users can redesign their surroundings in a virtual environment through their smartphone camera. The cognac brand bills the app as "the world's first brand activation that leverages ARKit technology through an art perspective."

Insight:

Liquor brands like Rémy Martin have delved into mobile and experiential marketing campaigns to nab the attention of social influencers and ad-fatigued consumers who are seeking creativity and authenticity in the products they consume. That's especially true for millennials who are less likely to define themselves by always purchasing the same brand. Experiential promotions like Rémy Martin's AR campaign engage consumers with the brand while emphasizing its associations with cultural sophistication and modern art. Other liquor brands like Patrón and The Macallan have used AR technology to offer similar immersive experiences for customers through mobile technology.

Rémy Martin has a history of experimenting with AR to create branded experiences and additional relevant content for consumers. Last year, the company debuted a new Microsoft HoloLens mixed reality experience that let users see how the cognac brand's blend is crafted. The 90-second experience brought viewers to Rémy Martin's Cognac Grande Champagne and Cognac Petite Champagne vineyards. Baptiste Loiseau, the cellar master of Rémy Martin, explained the cognac-making process from start to finish in an immersive fashion that aimed to better engage people than through a passive viewing experience.

Rémy Martin two years ago began its first global marketing campaign as part of an effort to reposition itself as a lifestyle brand that could appeal to younger adults, namely millennials. Its initial campaign slogan of "One Life/Live Them" showed how consumers should be praised for having many passions, talents and skills, per Marketing Week.