STRATEGY • FILM & VIDEO CONTENT PRODUCTION • ACTIVATION
In partnership with Rémy Martin and an interagency team, NGP invaded on-premise accounts to identify “Ringleaders” among the brands target consumers. NGP teams recorded interviews with consumers asking how they would define a good leader. Participants were then submitted for their chance to win a VIP night out courtesy of Rémy Martin.
The winning Ringleaders and five of their friends were provided with transportation, personal photographer, and VIP access to a club along with a private table and bottle service. In one night, consumers were made to feel like a boss which in turn created authentic brand advocacy.
NGP supported execution of the final culmination where Ringleaders were invited back out to party with Rémy Martin and share the stage for a final toast with celebrity talent, Robin Thicke.