Overview
Veuve Clicquot Polo Lagos 2023 turned a premium event sponsorship into a sequenced luxury experience built on intention, emotional flow, and cultural resonance. In an event-saturated Lagos market, the challenge was not visibility, it was depth. The campaign delivered an atmosphere of optimism and elegance that elevated brand equity and created season-defining relevance.
Challenge
- Stand out in Lagos’ visually crowded luxury landscape
- Deepen Veuve Clicquot’s association with prestige and celebration
- Translate the Be Solaire identity into a sensory, memorable experience
- Recruit new consumers through cultural connection rather than volume
Strategy: Luxury Through Intention
Sequenced Emotional Approach
- Anticipation – Pre-frame desire through curated digital storytelling and fashion-guided “What to Wear” content.
- Immersion – Build a sensorial solaire world across four weekends: citrus florals, warm lighting, signature champagne rituals, and intentionally placed installations.
- Memory – Extend impact through editorial-style recap content, press features, and sustained UGC cycles.
Influencer Philosophy
Work with cultural interpreters—not just influencers—to capture the brand world with authenticity and creative nuance.
Influencer Philosophy
- Airy, solaire-themed marquee overlooking the polo field
- Citrus-inspired installations and scent diffusion for emotional depth
- Real-time coverage and golden-hour storytelling across weekends
- Consistent editorial voice and visual identity across all touchpoints
- Organic and paid amplification working in concert to sustain reach
Results
Brand & Cultural Impact
- Strengthened brand leadership in luxury lifestyle experiences
- Elevated Be Solaire as a recognizable aesthetic and cultural signal
- Deepened engagement with Lagos’ fashion, creative, and social communities
Performance Metrics
- 189M PR value
- 28M+ organic reach
- 9.4M paid impressions
- 810K+ engagements
- 40+ press features
- 2,000+ bottles depleted (+147% YOY)
- Ticket revenue nearly doubled YOY
- 300+ footfall across weekends
Key Learnings
- Sequencing drives luxury impact — experiences need emotional pacing.
- Consistency builds equity — a unified aesthetic across four weekends drives recognition.
- Influence is earned — authentic creators amplify stronger than volume posting.
- Restraint communicates confidence — intention outperforms spectacle.
Conclusion
Veuve Clicquot Polo Lagos 2023 demonstrated that luxury is most powerful when designed with intention. Through a cohesive emotional arc and a deeply immersive solaire world, the campaign transformed a sponsorship into a cultural moment, one defined by warmth, elegance, and quiet confidence.
Client
: Veuve Clicquot
Market
: Lagos, Nigeria
Year
: 2023
Role :
Campaign Strategy, Experiential Design, Event Production, Influencer & Digital Amplification
Objective :
Reinforce Veuve Clicquot’s leadership in luxury celebration by transforming its Lagos International Polo Tournament sponsorship into an immersive Be Solaire brand world that drives desirability, consumer recruitment, and cultural relevance.
