Martell Noblige cognac is a brand of Pernod Ricard, a Nurun client since 2001. In China, Martell Noblige is positioned as a style-setting spirits brand for the urbane, modern male. Martell challenged Nurun to create an interactive experience that would transport the target audience into the heart of the Martell Noblige lifestyle. To underscore the brand's shift from offline to more involving interactive media, Martell wanted a bold, buzz-worthy, all-digital campaign that would generate word-of-mouth and capture the interest of bloggers and other influentials in the social Web.

The Nurun team zeroed in on interactive video as an effective way to engage a generation obsessed with gaming and role-playing. Strategists and creatives worked together to craft a compelling storyline that conveys the unique Martell spirit: a combination of ambition, charm, independence and self-confidence. At the center of it all is Ken, a protagonist with whom the audience can identify, but also admire and emulate as an aspirational role model for the Martell way of life. To deepen viewers' emotional connection with the movie, Nurun imagined an active role for the audience. At several critical junctures in the narrative, viewers can decide which course of action the hero should take. No mere passive spectator, the viewer actually influences the outcome of the tale, for which the creative team plotted multiple alternate endings.

Launched on April 22, 2009, the Martell Noblige "Style Experience" was China's first-ever interactive movie. Directed by award-winning filmmaker Huang Hui, the video stars iconic singer and actor Bai XuXu. To fill another major role in the film, Nurun organized an online casting call on Tudou.com, a Chinese video portal. The event attracted thousands of participants who voted massively, American Idol-style, for Shu Zhong Zi to play the pivotal role of Marty. "Style Experience" was shot over five days at four Shanghai locations. The movie required 1500 hours of post-production to make the film Web-compatible and to weave in the interactive components. While the movie runs 90 seconds if there is no interaction, viewers who elect to intervene in the hero's choices will see much more footage: 14 alternative outcomes are possible!

Nurun triggered the buzz for "Style Experience" with a trailer and teaser posted on Youku and Tudou (China's equivalent to YouTube), which garnered more than one million views. Bloggers, whose influence is essential in building a credible connection between Martell and urban style setters, play an important part in the social media aspect of the campaign. On the day the movie was launched online, 50 Chinese bloggers, journalists and influentials gathered for a live Q&A session with the film's director, actors and Martell executives. Nurun continues to monitor and mediate activity in the local blogosphere.