G.H. MUMM
Melbourne Cup
As the champagne sponsor of the biggest day in horse-racing, Champagne Mumm worked closely with DARKHORSE to activate the day in style, with hosted VIPs, events and plenty of champagne.
THE OPPORTUNITY
Champagne Mumm is the Official Champagne of the Melbourne Cup, the biggest event on the horse racing calendar. This sponsorship provides the brand with a unique platform to build consideration and connection with its target audience in an ownable and disruptive way. The key objective for all sponsorship activation is to raise brand visibility and drive glass-in-hand trial ahead of key Christmas trading.
CAMPAIGN
Mumm partnered with six hero outlets to create unique Melbourne Cup Day experiences for their customers. DARKHORSE created a stylish atmosphere and insta-worthy moments through venue theming and ‘Mumm moments’.
WHY WE LOVE IT
We painted the town red with Mumm-branded touch points across a range of venues, resulting in significant social sharing and glass-in-hand sales year on year.
THE RESULTS
