Bringing the essence of the French Riviera to the Spring Carnivale
The Problem:
GH Mumm is a leading French champagne brand that’s been sponsoring the Spring Racing Carnival for years. In a sea of brands, it’s getting harder and harder to cut through and earn media.
The Idea:
THE MUMM YACHT CLUB
We built a three-level marquee around a 60-foot super yacht and invited guests to celebrate on and off the boat.
The Results:
• 538 Million impressions
• $267 million in earned media (with over 1200 pieces of coverage)
• 151 million opportunities to see on social
• 23% engagement (industry benchmark is 6%)
• Mumm sales were up +14% over the period
Credits:
Agency: AKQA Sydney
Activations: PIM
PR: Hausmann