((( click to enlarge image and text )))
moet & chandon approached ceft and company for the creation and production of a radio campaign for their nectar imperial, specifically targeted at urban club-goers in their 5 key states. moet's platform had always been in fashion and style with annual sponsorships of NY fashion week and the like.
although ceft and company's position remained that radio was not an ultimate medium for a luxury brand, with fierce competition and rivals on the airwaves moet was destined to join. the approach taken, given the necessity, was to create a radio program vs. a radio campaign - the creation of content vs. advertising.
music video director little x
its useful to note that the first of the series of this work began back in 2003 when content-creation was still a new word in the marketing world. today we clearly see the advantages of such programs but at the time moet had taken a step into a new realm and we credit them for that.
with that in mind, ceft and company created a series of 2-minutes shows, where selected individuals were casted and interviewed by MTV's VJ ananda lewis. the initial cast was a mixture of directors, architects, models, club owners and DJ's who spoke about their work, something that was of interest to the particular audience.
deejay cypha sounds
the campaign's media-buy was rather interesting. only 1 key station in each of the 5 markets was selected and the entire budget was put into that station. with air times for the 2 minute programs on fridays and saturdays, when the audience was getting ready to go out, plus a 15 second teaser that aired 3 nights a week to remind viewers to tune in for the show and announcing the next guest.
bartenders
interior decorator roderick shade
models
due to this special buy, the stations VJ's would announce the show and encourage the audience to tune in, giving the show legitimacy and a more under-the-radar approach. the campaign proved to be a success and was subsequently rerecorded and aired the following year. a total of 24 spots were created through the years.
