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.
cielo club new york city, to hear clips of the episode click here.
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.
it’s 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.
blue marlin corp. california, to hear clips of the episode click here.
with that in mind, ceft and company created a series of two minute shows, where selected individuals were cast 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, to hear clips of the episode click here.
the campaign’s media-buy was rather interesting. only one key station in each of the five markets was selected, and the entire budget was put into that station. with air times for the two 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 station’s 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.
