Spc Ardmona: Goulburn Valley Food Tours [image]

Credits & Description:

Client: Spc Ardmona
Agency: Mediamonks Amsterdam, The Netherlands
Entrant: Mediamonks Amsterdam, The Netherlands
Idea Creation: Leo Burnett Melbourne, Australia
Production: Mediamonks Amsterdam, The Netherlands
Production 2: Gusto Music Melbourne, Australia
Music Artist/Title: Http://ourawardsubmission.com/...
Marketing Director: Matt Bamford (Spc Ardmona)
Marketing Manager: Anand Surujpal (Spc Ardmona)
Category Marketing Manager: Mark Malak (Spc Ardmona)
Senior Brand Manager: Gillian Kapurubandara (Spc Ardmona)
Cco: Jason Williams (Leo Burnett Australia)
Senior Copywriter: Alex Metson (Leo Burnett Australia)
Senior Art Directo: Blair Kimber (Leo Burnett Australia)
Associate Digital Creative Director: Tim Shelley (Leo Burnett Australia)
Designer: Matt Porch (Leo Burnett Australia)
Tv Producer: Cinnamon Duvall (Leo Burnett Australia)
Production Manager: Kaelene Morton (Leo Burnett Australia)
Digital Producer: Nick Baum, Beth Nokes (Leo Burnett Australia)
Camera Operators: Flying Dragon (Flying Dragon)
Studio Manager: Chris Miles (Leo Burnett Australia)
Retouching: Paul Charman, Adrian Garofalo, Jon Cucinotta (Leo Burnett Australia)
Director: Phillip Fountain (Made.For.Digital)
Producer: Sebastian Wulff (Made.For.Digital)
Photographer: Heather Dinas (Heather Dinas)
Stills Production: Miss Bossy Boots (Miss Bossy Boots)
Content Producer: Maria Borowski (Leo Burnett Australia)
Content Producer: Olivia Cheung (Leo Burnett Australia)
Content Director & Editor: Max Miller (Leo Burnett Australia)
Sound: Gusto Studios (Gusto Studios)
Head Of Account Service: Ella Ward (Leo Burnett Australia)
Account Director: Emma Lazarou (Leo Burnett Australia)
Account Director: Kenneth Chow (Leo Burnett Australia)
Account Executive: Amy Martin (Leo Burnett Australia)
Social Media Account Manager: Ella Yarnton (Leo Burnett Australia)
Digital Production Company: Mediamonks (Mediamonks)
Film Production Company: Made.For.Digital (Made.For.Digital)
Supporting Webpage: http://ourawardsubmission.com/...
Describe the campaign/entry:
We turned the fruit brand into a tourism brand, by creating Goulburn Valley Food ToursThe tours began on pack with an innovative, new labelling system that uses GPS coordinates to pinpoint the exact orchard the fruit came from. A search of the coordinates on any device transported users directly into a fully immersive experience, including 360 films within the actual orchards.
Through the platform’s responsive interface, GPS coordinates mapped out the route as rich content guided users through lush orchards, attractions and introduced them to locals. After taking a virtual tour they could then select from real world trips, promoting tourism within the region.
Goulburn Valley the brand has become a destination, and their new GPS labelling system has made every other FMCG brand accountable for where their food truly comes from.
Creative Execution:
Launching simultaneously across pack, TV, social and online, consumers were driven to search the coordinates on the new labels or go directly to the website to begin their Goulburn Valley Food Tour.
Consumers’ devices became a gateway into the beautiful valley. Each piece of content was linked to a product in the range, reassuring people about the natural origins of the fruit. After taking a virtual tour, users could then select real world trips to take with family and friends – featuring attractions, restaurants, accommodations and producers from around the region.
The tours were amplified through social channels, including Facebook canvases that allowed people to tour the region from within the social platform.
Regular social content continued to profile not only Goulburn Valley fruit, but the entire valley, helping drive further awareness about the region. Consumers across the country were captivated as Australians everywhere, discovered the beauty of Goulburn Valley.
The campaign has put Goulburn Valley Fruit and the region back on the map. By creating an entirely new way to understand where their food has come from, Goulburn Valley is giving Australians renewed confidence at the shelf.
BRAND ENGAGEMENT UP 600%
BRAND SENTIMENT UP 600%
TIME SPENT WITH BRAND UP 393% to 2.30mins
In a country filled with wary and mistrustful shoppers, we needed to create an engaging and transparent way for people to discover where Goulburn Valley’s produce really comes from.
So, to prove its authenticity, we used Goulburn Valley’s most powerful asset. It’s actual location. A place until now, most people had never heard of.
By putting the GPS coordinates of Goulburn Valley’s orchards on the front of every single product, and creating an immersive experience that actually took consumers to the valley, we set out to do more than just reassure them. We wanted to empower them.