APPLICATION REQUIREMENT• Eligibility:

• Projects must have been launched between January 2014 & December 31st 2014

• Responsible consumption : each project has to integrate responsible consumption as part of MH Code of Conduct

• Please use the application template in the following slides to present your project, NB: the innovation wheel and KPI are mandatory for marketing/communication/ sales categories only

• Please upload your application on the new Innovation Awards website:

www.mhapawards.com

• Timing :

• Applications open on January 12th 2015

• Closure date for applications will be on February 18th

• You can prepare the application on the template as of now.

MARKET : ______________________

CATEGORY : ________________________

1 – EXECUTIVE SUMMARYName of the initiative & Claim (in 7/8 words max.)

Description : 3 or 4 lines, or around 30 words

Results : 3 or 4 lines, or around 30 words

Why this initiative should be a finalist?: 3 or 4 lines, or around 30 words

Team : names of team members ( Maximum 3 )

Here your one Here your one single best single best

picture of the picture of the initiative ! initiative !

2 – PRESENTATION OF THE INITIATIVE• In general what was the OGSM of the initiative ?

• Page 1: OGSM of the initiative

• Page 2: Describe the initiative, what is the innovation?

• Page 3: Key factors of Success

• Page 4: Results

• Page 5: Innovation Wheel (see next slides)

• Page 6: Innovation KPI template (see next slides)

• Insert pictures if you want one or two pictures per page, make it live !

• Objectives:

• 1

• 2

• 3

• Goals:

• 1

• 2

• 3

• Strategies:

• 1

• 2

• 3

• Metrics:

• 1

• 2

• 3

2 .1 – OGSM

• Description:

(Maximum 10 lines / 100 words)

• Description 1

• Description 2

• Description 3

• …

• What is innovative?

(Maximum 10 lines / 100 words)

• Innovation 1

• Innovation 2

• Innovation 3

• …

2.2 – DESCRIPTION OF THE INITIATIVE

2.3 – KEY SUCCESS FACTOR

• Key factors of success: (Maximum 10 lines / 100 word)

• Factor 1

• Factor 2

• Factor 3

• …

2.4 – RESULTS

• Results:

• Result 1

• Result 2

• Result 3

• …

INITIATIVE CONSIDERED AS AN INNOVATION FOR MH WHEN RATED AT LEAST A LEVEL 3 ON ONE DIMENSION

2.5 – INNOVATION WHEEL

Reached

Not aimed

Minor changesBusiness as usual

New for the W&SNew for the category

New for the brand

Packaging

Communication storyCommunication medium

Merchandising

Ritual/mode

Price

Moment

Level of disruption

PRODUCT

COMMUNICATION

ACTIVATION

Liquid

PROPOSED TOOL TO CHARACTERIZE LEVEL OF DISRUPTION

INNOVATION WHEEL – HENNESSY CLASSIVM EXAMPLE

Reached

Not aimed

INITIATIVE CONSIDERED AS AN INNOVATION FOR MH WHEN RATED AT LEAST A LEVEL 3 ON ONE DIMENSION

Minor changesBusiness as usual

New for the W&SNew for the category

New for the brand

PROPOSED TOOL TO CHARACTERIZE LEVEL OF DISRUPTION

Packaging

Communication storyCommunication medium

Merchandising

Ritual/mode

Price

Moment

Level of disruption

PRODUCT

COMMUNICATION

ACTIVATION

Liquid

2.6 – INNOVATION KPIS

• Strategic Intent – Why are you launching this innovation?

• Execution – What is this innovation about?

• Expected Impact – what will success look like?

INNOVATION KPIS HENNESSY CLASSIVM EXAMPLE

Secondary objective of the innovation

Main objective of the innovation

Execution – What is this innovation about?

Strategic Intent – Why are you launching this innovation?

Gain consumer franchise

Build brand equity

Increase penetra-

tion

Increase awarene

ss

▪ Objective: Increase consumer base to install a new pillar of growth in Asia by durably penetrating the nighttime occasion

▪ Target: emerging Chinese Gen-Y▪ Channel: Tier 1&2 cities MOT2

▪ Key assumptions: No/limited trade-down impact on Hennessy (equity and consumers) and capacity of Hennessy to attract younger consumers

A new brand created to specifically target the Chinese Gen Y in the on-trade with an original adopted brand persona that, while offering an entry level proposition, remains true to Hennessy’s standards of excellence and luxury.

“Shine I am”, express my vibrant personality

206 64 by the case

National launch in China in 2011

TOTAL of 7,9 Mio € in 2013 (A&P: 7,8 Mio market, 125K Maison)

Description

Positioning

RSP

Timeframe

Investments

Expected Impact – what will success look like?

Increase NA (penetration)

▪ # kcn: + 95 KCM▪ Number of consumers: +xxx▪ Market share : +x pts▪ Trial: + xx

Increase Awareness

▪ Brand awareness ranking: + 10,6 pt▪ Share of voice: + x%

Financial impact

▪ COP: 4,80 MEUR▪ Marginal Income: XX€

Timeframe to be specified and KPIs fine-tuned by project

Packaging

Communication story

Communication medium

Merchandising

Ritual/mode

Price

Moment

Liquid

SOURCE: Based on Hennessy Budget TOPAZ 2013

• This section is to add any information you deem necessary:

• Detailed description of the initiative’s concept & mechanism if need be;

• All complementary explanation to the 6 page presentation, for example :

• detailed figures table to prove sales results;

• Pictures, as many as you want and in high definition if possible

• Videos.

3 – STILL PICTURES ANDFURTHER DESCRIPTIONFREE NUMBER OF PAGES / PICTURES

Attach videos as needed to present your entry.

Directly up-loaded while your are on the application website

ATTACHMENTS (OPTIONAL) :VIDEOS, ILLUSTRATING THE INITIATIVE