The last week of 27 September saw LVMH champagne Moët & Chandon raised a glass to Swiss tennis icon and brand ambassador Roger Federer with a celebratory global tribute called #ToastToRoger.
The champagne brand set out to initiate a global celebration marking the 20-time Grand Slam winner’s retirement by incentivising fans and consumers to participate in a worldwide toast and also to look to new beginnings.
The social-first campaign, developed with agency Willie Beamen, leveraged Federer’s final ATP Tournament – The Laver Cup – invited fans to post and share their own message tributes to the Swiss star on their personal social networks using the hashtag #ToastToRoger and these were then added to the brand’s own ‘Federer Digital Wall of Fame at https://toasttoroger.moet.com/.
These messages of love and appreciation, memories and good wishes for the future were collated into a worthy international tribute to a man whom Moët & Chandon describe as ‘a universal inspiration of elegance, respect and generosity’ and one the brand said it ‘is proud to have as its ambassador since 2012’.
For each message sent using the hashtag, Moët & Chandon made a matching donation to the Roger Federer Foundation.
To generate a ‘flood social media messages’ on the day of Federer ‘s last match playing doubles with long-time rival and friend Rafael Nadal in the Laver Cup in London, Moët & Chandon produced a promotional spot featuring several other stars from its sports enforser stable including South African rugby player Siya Kolisi, fellow tennis icon Rafael Nadal, Rod Laver himself, plus Vogue’s Anna Wintour and the Swiss player’s mother Lynette Federer.
The ‘#ToastToRoger Official Movie’ dropped across the brand’s own online channels from 23 September backed by a supporting set of social content pieces.
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One of several brand tributes from companies which have sponsored Federer, this champagne campaign sits alongside fellow luxury brand and Federer sponsor Rolex’s ‘Thank You Roger’ activation.
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