CHALLENGE:
The Perdeberg Winery lies at the foot of the Paardeberg Mountain. It was named after the many Cape Mountain Zebra that once roamed the area. Predominantly an export brand, we were asked to do a brand awareness campaign for South Africa, to grow local sales and increase the consumer database.
The Perdeberg Winery lies at the foot of the Paardeberg Mountain. It was named after the many Cape Mountain Zebra that once roamed the area. Predominantly an export brand, we were asked to do a brand awareness campaign for South Africa, to grow local sales and increase the consumer database.
ROLLOUT:
The campaign began with a print and radio campaign drawing attention to the Zebra on the label. Following that we planted two Zebras on the farm. We then “kidnapped” one of them.
The campaign began with a print and radio campaign drawing attention to the Zebra on the label. Following that we planted two Zebras on the farm. We then “kidnapped” one of them.
INSIGHT:
Most wine marketing campaigns fall short instore, where consumers are faced with a daunting array of brands, all with very similar branding. If we could find a way to build a distinctive campaign around the iconic Zebra on the label, we had a much better chance of translating marketing spend into sales.
RESULTS:Most wine marketing campaigns fall short instore, where consumers are faced with a daunting array of brands, all with very similar branding. If we could find a way to build a distinctive campaign around the iconic Zebra on the label, we had a much better chance of translating marketing spend into sales.
The campaign was a great success:
- New site visits increased by over 60% each month
- Return visitors increased by 35%
- Web banners clocked 269 495 impressions
- Database grew from 0-30 000 members
PRINT ADS:
OFFLINE COLLATERAL: NECKTAGS / POSTERS / BLOGGER RANSOM LETTERS
COMPETITION MICRO-SITE:
We commissioned influencial bloggers, and launched a micro site to increase the hype around the missing Zebra.
ONLINE BUZZ: SOCIAL MEDIA & WEEKLY VIRAL VIDEO'S:
We ran a social media campaign on Facebook and Instagram where we challenged consumers to spot Merlot “the Zebra” and post their spottings online to win weekly prizes.
We created consumer engagement by releasing weekly viral video clues and inviting consumers to figure out whodunit. The grand prize if you cracked the case was free wine for a year.
CLICK TO PLAY VIRAL VIDEOS:
VIRAL VIDEO 01
Jacques, the animal behavioural specialist assessed droppings
Jacques, the animal behavioural specialist assessed droppings
he found on his premises to try and identify Merlot’s last whereabouts.
VIRAL VIDEO 02:
Detective Swart was called to the scene to patrol the
perimeter and report any suspicious behaviour.
Detective Swart was called to the scene to patrol the
perimeter and report any suspicious behaviour.
VIRAL VIDEO 03:
Petronell the barmaid reported a conversation she overheard
Petronell the barmaid reported a conversation she overheard
with Danie De Wet and a suspicious neighbour.
