Our point of view was that a luxury vodka doesn't need mass advertising it needs to be seen holding super-premium company. Introducing 'Le Club Goose' the world's most premium club for the world's top 1% clientele. We aimed to provide extraordinary experiences for the members, forming an ongoing 'relationship' with them accessible only to those with a silver goose. The members were chosen from luxurious resorts such as Courchevel and Ibiza. NFC tech was used in the silver goose fobs that personalises the experience and remembers preferences, such as their favourite cocktail all over the world.

The exclusive CRM programme launched in the luxury ski resort Courchevel 1850 in the height of the ski season 2015. We carefully selected a handful of appropriate members and invited them to join. We did this by treating them to an on-slope drink consultation with a world class mixologist and gifted them with their very own silver goose ( the Le Club Goose exclusive membership card ). The NFC enabled goose gives the brand access to the member's unique preferences and allows the member to gain access to bespoke Grey Goose experiences in places where only the top 1% frequent. Back in Courchevel 1850 , their day finished, they made their way to a section of opulent slope side bars, where hostesses were awaiting their arrival, ready with their personal cocktail unlocked by their silver goose.

The successful trial of Le Club Goose has garnered earned reach of 1 Million across Facebook, Twitter, Instagram and blogs, through social amplification. Our strict approach to targeting only the world's elite, also generated positive sentiment amongst key cultural influencers, all within six days of activation. Content stemming from the activation gained 45% uplift in interactions with posts, likes and shares - two times the industry average for Facebook.

The activity enabled us to have access to hundreds of key cultural influencers and create an on-going relationship with them, rebuilding the association with luxury and extraordinary experiences with Grey Goose and the top 1% once again.