1. 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.

2. MARKET : ______________________ CATEGORY : ________________________

3. 1 – EXECUTIVE SUMMARY Name 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 single best picture of the initiative !

4. 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 !

5. Objectives: 1 2 3 Goals: 1 2 3 Strategies: 1 2 3 Metrics: 1 2 3 2.1 – OGSM

6. 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

7. 2.3 – KEY SUCCESS FACTOR Key factors of success: (Maximum 10 lines / 100 word) Factor 1 Factor 2 Factor 3 …

8. 2.4 – RESULTS Results: Result 1 Result 2 Result 3 …

9. INITIATIVE CONSIDERED AS AN INNOVATION FOR MH WHEN RATED A T LEAST A LEVEL 3 ON ONE DIMENSION 2.5 – INNOVATION WHEEL Reached Not aimed Minor changes Business as usual New for the W&S New for the category New for the brand Packaging Communication story Communication medium Merchandising Ritual/mode Price Moment Level of disruption PRODUCT COMMUNICATION ACTIVATION Liquid PROPOSED TOOL TO CHARACTERIZE LEVEL OF DISRUPTION

10. INNOVATION WHEEL – HENNESSY CLASSIVM EXAMPLE Reached Not aimed INITIATIVE CONSIDERED AS AN INNOVATION FOR MH WHEN RATED A T LEAST A LEVEL 3 ON ONE DIMENSION Minor changes Business as usual New for the W&S New for the category New for the brand PROPOSED TOOL TO CHARACTERIZE LEVEL OF DISRUPTION Packaging Communication story Communication medium Merchandising Ritual/mode Price Moment Level of disruption PRODUCT COMMUNICATION ACTIVATION Liquid

11. 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?

12. 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 awareness ▪ 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

13. 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 AND FURTHER DESCRIPTION FREE NUMBER OF PAGES / PICTURES

14. Attach videos as needed to present your entry. Directly up-loaded while your are on the application website ATTACHMENTS (OPTIONAL) : VIDEOS, ILLUSTRATING THE INITIATIVE