Hennessy came to Droga5 for help with a new brand positioning for Hennessy VS, looking for a distinctly unique approach. In response, we developed the concept of the Wild Rabbit - a mysterious, dark and powerful metaphor for the inner drive and ambition to succeed that can never be extinguished. We all have a Wild Rabbit that we're chasing from one success to another. It's an invisible force and it's different for everyone. Our goal was to create an interactive journey to capture that force.

Launch the campaign
Published
August 2012
Topics

The Story

Hennessy came to Droga5 for help with a new brand positioning for Hennessy VS, looking for a distinctly unique approach. In response, we developed the concept of the Wild Rabbit - a mysterious, dark and powerful metaphor for the inner drive and ambition to succeed that can never be extinguished. We all have a Wild Rabbit that we're chasing from one success to another. It's an invisible force and it's different for everyone. Our goal was to create an interactive journey to capture that force.

Droga5 knew that engaging visitors would come from making something immersive and emotive. The intent was to encourage visitors to become part of the site experience and leave them inspired to pursue their own Wild Rabbit. We worked with creative and production partner Resn to conceive and build custom technology to immerse users in a dream-like experience. Interactive storytelling combined with first-person 3D environments and world-class sound design were critical to bringing the experience to life. The unique technology enabled an original experience for every user.

The Technology

  •  

    Video

    Video

  •  

    Web/Apps

    Stage3D

    Web

The Results

NeverStopNeverSettle.com beat expectation with more than a quarter million visits since launch, an average time of 3:30 minutes spent on the site and over 400,000 views. In terms of product response, awareness, purchase intent and preference all increased substantially.

3:30

Avg Time Spent

400,000

Views

Launch Date April 2, 2012