文本成果归档cr25legendary experience

1、Legendary Experience Execution ProposalSHINE GROUP Nov 2014Diam Regione Eos CONTENTSBackgroundConcept & Event OverviewExperienceSchedule & DetailsVenue InformationAppendix Theatrical teamEnhance previous CR25 Legendary dinner to anchor key challengesBoost prestige and awareness of CR25 luxury creden

2、tials among the targetsCommunicate the linkage between brand proposition with “REBORN” momentBrand UnderstandingProvenance: the 1st luxury whisky born in 1909Enhance previous CR25 Legendary dinner to anchor key challengesBoost prestige and awareness of CR25 luxury credentials among the targetsCommun

3、icate the linkage between brand proposition with “REBORN” momentBrand UnderstandingReborn after one centuryLegend continues5Chivas 25 is a symbol for modern legends to celebrate the journey they have been on.Activation Platform: Chivas 25 Celebrates LegendsActivation Idea: The Chivas Regal 25 Privat

4、e Club 1909, Now Reborn for Legends in China.The Private club 1909 is an immersive theatrical journey for guests that puts them in a compelling1900s Manhattan club where the 1st luxurious Whisky was served and then dramatically transitions to 2007 where the Legend is RebornDuring Prohibition Transit

5、ion the deco / uniform / performance content are switched to modern style, a soundtrack plays the lights blacked out and they are then restored to deliver the CR 25 brand message of Legend Reborn with a personal tastingEveryone including waiters and staff are actors and all of their dialogue and int

6、eractions are choreographed and scripted to bring the message to life.Key Consumer Message: The worlds first luxury whisky. Distinguished by age, since 1909. is now the Legend Reborn.How we bring the Chivas Regal 25 message to leObjective Bring brand luxury credentials, delivered by CR25.Drive brand

7、 awareness & preference to the brand and create brand advocacy among KOLs & VIPKey ChallengesHow to reinforce luxury and unique positioning via legendary experience and establish legend Reborn” origins of the brand/ bring to life?Our ApproachUse smaller way to activate “Celebrating Legends” platform

8、 with different scales. 6PR/social influencerDrive consideration and enduring connection with VIP for bulk purchase opportunityCreate CR25 drinking occasion after dinnerVIP GuestKOLScale:2 Nights in SH, 1 Night in BJ & GZ & CDKPI : No of KOL involved No of bottles sales / valuesCR 25 Legendary Exper

9、ience OverviewChivas Regal 25 Club 1909 Experience78DecorationCostumePerformanceChivas Regal 25Prohibition TransitionLegend Reborn1st Luxury Whisky in 1909Change elementsIn the main roomAll the actors change their costumesCR25 Consistent throughout (Glassware changes)Singer changes costume and music

10、al styleThe guest journeys from The 1st Luxury Whisky in 1909 to Legend Reborn in 2007 in an immersive & compelling wayPrivate Club 1909 Mood Board9Chivas Regal 25 Club 1909 Floor planHolding & MentoringHoldingMain room10 e & Chivas Mentoring ExperienceGuests inMentoring & TastingServe CR25The guest

11、s are served CR25 drinks by the PGsCR 25 Mentoring at holding area, different flavor Ingredients tastingBA will deliver a CR personal tastingThematic butler checks the theater ticket invitation, lead guests get on the car transfer to entranceOnce all guests are in attendance the BA will provide a me

12、ntoring & tasting experienceBrand heritage experienceThe guests are ed to the Chivas Regal 25 holding room & brand heritage experience11Holding AreaStory boardThis is the waiting area with soft dcor that delivers the brand story and HeritageOn floor display12Holding & Mentoring AreaLong table settin

13、g131st Luxury Whisky in 1909 Club light boxes and soft furnishings set in the 1900s style. Waiters bring candles ,flowers & Vintage Glass etc.Legendary Reborn waiters & Host spin light boxes (unlit) and change soft furnishings on table (remove candles & flowers, turn photos in frames) choreographed

14、as part of the immersive experience during prohibition lights outProhibition TransitionTurn the photo in frame by hand in reborn moment. Frame on bar counterMain Room Dcor Environment: 1st Luxury Whisky in 1909Environment: Reborn in 200714Table Setting for Guests Table The guests table will follow t

15、he brand guideline with a bottle setting in the centre of the table surrounded by CR 25 tasting notes, flavours and red flowers. Candles & vintage glass on guest table in 1909 Remove candles, bring modern rock glass on guest table in 20071909 table setting 2007 table setting 15Chivas Regal 25 Serve

16、with Vintage Flaming ZestThe Butlers serve each of the guests a Chivas Regal 25 whisky in a cut glass rock glass with a rough rock ice. To evoke 1909 the butler pulls out a vintage lighter and squeezes an orange zest to create a flash flame and garnish the whisky. The Cigarette girl gives out cigare

17、ttes or after dinner mints from her trayA side dish of Orange and dark chocolate will be served with the Chivas Regal 25Matched canaps will be served in this period16Chivas Regal 25 Club 1909Theatrical ExperienceChivas Regal 25 Club 1909 is a theatrical experience that delivers the Chivas Regal 25 s

18、tory of the worlds first luxury whisky popular in New York in 1909 and how it as returned after prohibition, a Legend Reborn from 2007 onwards. The guest is transported to the time and places in the story through 5 Acts that tell the Chivas Regal 25 story in a compelling way.The Acts bring to life t

19、he Chivas story as told in the book “The Worlds First Luxury Whisky” with the message delivered by the actors following this book in a full theatrical production each act is displayed on the screen with an animated page turn between each act.Prologue e & Mentoring 25minsAct I The Early Years 3minsAc

20、t II The Worlds First Luxury Whisky Arrives in New York 15minsAct III Tough Times Ahead 2minsAct IV An Icon in the Making 5minsAct V Luxury Lives On 10minsTotal Theatrical Experience 35minsEnjoy the Club 1909 20mins (can go later)Total time 1hr 20minsChivas Regal 25 Unique Theatrical ExperienceMr. W

21、ang is the host that leads the guest throughout the theatrical experience of the Chivas Regal 25 story. He is charismatic, handsome, refined and generous. He invites the guests to be a part of the the Chivas Regal 25 story. A time and place where Chivas Regal 25 was the first luxury whisky and then

22、the Legend Reborn in 2007. Margaret Collins is a legendary singer who embodies the luxury, taste and style of the internationally acclaimed Scotch whisky, Chivas Regal 25. Later her character reintroduces Chivas Regal 25 to a new era, when the legend is reborn. She provides the glamour and the enter

23、tainment of the eras.The Characters and their rolesSENIOR BUTLERJohn ONeals character is the young handsome butler. He helps introduce the era in which Chivas Regal 25 is born. He will serve the guests in character and provide the interactions with guests that bring the ways of drinking Chivas Regal

24、 25 to lifeAnd he helps guests to find their perfect way to drink CR25 how much water to add, whether they want ice etc.CIGARETTE GIRLRose Daviss character is of the young beautiful cigarette girl. She emphasizes how the world in which Chivas Regal 25 has been born is changing. She serves to the gue

25、sts in character cigarettes, cigar and after dinner mints and she delivers the glamour of New YorkJUNIOR BUTLER Henry Gordons comedic talent and charm, engages and invites the audience to e part of the story of Chivas Regal 25, he helps to deliver the occasion by explaining the pairing with dark cho

26、colate and orange in the pre-prohibition.The Characters and their rolesBoth butlers play their roles within the Chivas Club 1909 story delivering it up close to the guests whilst serving and to the audience in their acting with the cast.As well as this, during the serving periods they have specific

27、roles used to enhance the experience for the guests whilst brining Chivas Regal 25 knowledge.The guests are ed to the Chivas Regal 25 holding room. The guests get CR25 drinks by the thematic PG made by Chivas Masters winner Cross YuWhen all guests have arrived the BA will hold a mentoring session in

28、 this area he will go in depth with the different flavour Ingredients The BA will then perform a Chivas Regal 25 personal tastingAfter the tasting the host enters the main room and the Theatrical Experience begins e & MentoringStoryHolding Holding &Mentoring 21After the tasting PG lead guests get in

29、 the Main room.The Host Presents The Early Years in the Main RoomHe uses the props and dcor in the room to bring the story to lifeAct I: The Early YearsMain Room with Club 1909 dcor and bar stageRed flowers & lamp on bar counterChivas Early Years thematic dcor (royal warrant, vintage bottle etc.)Mai

30、n RoomEnvironment: 1st Luxury Whisky in 1909Act I: The Early Years 5minsMessageThe heritage of Chivas from 1801 to 1909Royal Warrant, Aberdeen Grocery store, 1858 Chivas Brothers was born, Charles Stewart Howard 1st Master Blender, The name of ChivasThe Royal Old Vat were introduced to Canada & USAS

31、etting & DecorMain room styled as a 1909 NY bar with the bar area as the stage, tables with center pieces that evoke that era but demonstrate the flavours of Chivas Regal 25, there are pictures of NY in 1900s and the Chivas BrothersThe Early Years are represented with special printed material of: th

32、e Royal Warrant, early bottles, the grocery store, etc.Actors interactionThe Host enters with a large printed warrant. He es guests and explains the illustrious history of Chivas as he explains he goes around the room highlighting each of the printed materialsHe ends on: “The name of Chivas may be c

33、arried down to posterity as meaning the best service, the best quality .etc.” and Chivas 25 The 1st Luxury Whisky arrives in New York23Main action around Bar stage and then tables to serve and interactSinging by Bar StageMain Room with Club 1909 dcor and bar stageChivas table settingButlers Serve Vi

34、ntage Flaming Zest CR25 in old glass & cigarette girls serve cigarettesAct II: The Worlds First Luxury Whiskey Arrives in New YorkClub 1909 Singer (in a vintage Marlene Dietrich style)thematic game from the eraEnvironment: 1st Luxury Whisky in 1909Main RoomMessageThe Worlds First Luxury Whisky Arriv

35、es in New YorkNew York was the biggest city in the World, booming, Alexandre Chivas refines the blend of super rare 25yo whiskies, How Chivas Regal got its name, wealthiest clientele in NY cant get enough of it.Setting & DecorThe guests table will follow the brand guideline with a bottle setting in

36、the centre of the table surrounded by CR 25 tasting notes, flavours and red flowers.Candles & vintage glass on guest table in 1909 Actors interactionAs guests are seated 2 butlers at the bar discuss New York is booming and how Chivas Regal got its name.The Host then explains the Club 1909 and Chivas

37、s arrival in New York and how Alexander Chivas created the rare blendThe Cigarette Girl serve cigarettes and canaps , Butlers serve drinks ,saying how all the wealthiest clientele are going crazy for Chivas Regal 25The actors then serve the guests with Chivas Regal 25 vintage Zest flame and a game o

38、f find the lady and the Singer orders a Chivas Regal 25 and sings vintage songsAct II: The Worlds First Luxury Whiskey Arrives in New York 15mins25Act III: Tough Times AheadSound effects: Sirens and police raidProhibition pictures s on screenRemove drinks & candlesServe waterProhibition sceneActors

39、rotate the Club 1909 elements to modern era 2007Environment: 1st Luxury Whisky in 1909Environment: Reborn in 2007Main RoomMessageTough Times Ahead5 years after Chivas arrives in New York, 4th Aug 1914 war is declared, Midnight 16th Jan 1920 Prohibition is declared. Sales go from 10 million gallons w

40、orld wide to less than three millionSetting & DecorLights out and the sound of sirens pictures plays on the screen of prohibition times in USA with voice over in Chinese (vintage cinema news reel style). After the pictures play the actors change the dcor of the room to modern style, changing the lig

41、ht boxes, the pictures etc.Actors interactionHost amongst the tables explain that war is about to break out and they heard a rumor prohibition may come to USA 5 years after Chivas Regal 25 arrived in New YorkAfter Singer finishes The lights go out suddenly and war & prohibition are presented on the

42、screen (all actors still)Actors then theatrically reset the room to modern style , changing the light boxes, the pictures etc. Actors Remove drinks & candles, serve water for guests and leave the room to change their uniforms to modern styleAct III: Tough Times Ahead 10mins & 3mins27Main Room with m

43、odern dcor elements and bar stageAct IV: An Icon in the MakingBA leads Chivas modern history and Colin Scott from Bar stage area with screenActors bring the Chivas Regal 25 trunk in to the room and place in Area 1Cigar girl serves cigars Butlers serve CR25 in modern CR25 glassesChivas Regal 25 trunk

44、 es the center piece for the room when it is openedEnvironment: Reborn in 2007Main RoomCigar & modern glassMessageAn Icon in the makingSeagrams, Strathisla Distillery to Pernod RicardColin Scott introduction, 2007 one century later Chivas Regal 25 created, global iconSetting & DecorThe room is well

45、illuminated for this section and all the dcor elements are now modernActors carry the CR25 trunk in to the roomButlers serve CR25Cigarette girl serves cigarsActors interactionThe Brand Ambassador with the screen presents the modern history of ChivasSeagrams purchase in 1949, Strathisla DistilleryInt

46、roduce Colin Scott and the art of blending, composer creating a symphonyIn 2007 1 century later Colin Scott is inspired to create 25 YO originalPlay a video from Colin Scott and BA ends with a Scottish toastActors Carry the Chivas 25 Regal trunk in to the room and open it with modern uniformsAct IV:

47、 An Icon in the Making 20mins29Main Room with modern dcor elements and bar stageHost returns to Main Room in modernSinger enters Room and dialogue with the Host key messagesSinger Sings modern remixesButlers serve the guests with caviar canapsChivas Regal is served with modern rock glass & ice ball

48、Act V Luxury Lives onButlers Serve CR25 in modern glasses on rock ice and cigar cutting & caviar canaps that pair perfectly with Chivas Regal 25Singer in modern dress sings classic remixes (big luxurious vocals Shirley Bassey remixed style)Main RoomEnvironment: Reborn in 2007MessageLuxury Lives OnLu

49、xury never goes out of fashionMeasure of success wealth is not enough, a few elite brands meet this requirement Chivas Regal 25 is among this elite collectionGlobal Luxury Brand in 150 countries and second centuryChivas Regal 25 success story in China (Shanghai International Film Festival, Wong Kar

50、Wei)Setting & DecorModern dcor elementsBar as stage for Singer in modern luxurious gownActors interactionButlers and cigarette girl serve the guests with fresh Chivas Regal 25 and cigars and contemporary canaps as the host from bar explains luxury never goes out of fashionThe Singer enters and talks

51、 & flirts with the Host about measure of success, a few elite brands, Global Luxury brand and China success storySinger sings modern remixes of classic songs (Shirley Bassey)All actors take a bow and take photos with guestsAct V Luxury Lives on 10mins31Chivas Regal 25 Club 1909Schedule & Details32Ch

52、ivas Regal 25 Club 1909 Schedule33Invitation provides intrigue for guests to drive attendance and brings the provenance of Chivas Regal 25Ticket design TBC by HavasInvitation with theatrical ticketInner pageExternal page34There are double sided frames setting on the bar and guest tables. One side to

53、 show 1909 and the other to show 2007 images.The Actors rotate them during prohibition to transition the era from 1909 to 2007Soft Decor Double sided Frame 35Red Flowers1909 Variety of vintage table decoration will be set to create the original environment of 1900sSoft decoration will change to reve

54、al the time from 1909 to 2007Remove candles & flowers ,simplicity table setting in 2007Soft Decoration For Environment ConstructionCandle 1909 Vintage Glass1909Modern Rock Glass200736Staff & UniformHostSinger ButlerBrand AmbassadorClub1909LegendrebornPG uniform2007Cigarette girl37Chivas Regal 25 Leg

55、ends ExperienceVenue InformationVenue-CAVE DE No.1 WaitanyuanAddress: No. 33 Zhongshan Dong Yi LuEntrancePG checks the theater ticket invitation at garage entranceButler guide guests get on the antique car transfer to the cavePassagewayGuest walk through a passageway arrive elevatorPG guide guest ta

56、ke the elevator to cave entranceHolding & Mentoring RoomHolding area with soft dcor that delivers the brand story and HeritageMentoring are with various flavor ingredientsStoryHolding & Mentoring RoomBottle display & tobacco pipe & ashtray in show windowMain RoomMain room styled as a 1909 NY bar with the bar area as the stageLight boxes and soft furnishings settingLeave RouteChivas Masters winner Cross Yu make drinks at the bar counterWork ExperienceProduction/Stage Manager, Shanghai, China April 2012- Present Worked for serveal production companies in Shanghai. Was responsi