Advertiser: OPEN WINES
Agency: BENSIMON BYRNE
Category: Bars, Restaurants & Stores, etc.
Advertising campaign: OPEN WINES HOTLINE
Art Director: Dan Strasser (Bensimon Byrne)
Copywriter: Jon Murray (Bensimon Byrne)
Chief Creative Officer: David Rosenberg (Bensimon Byrne)
Producer: Joanne Uyemaya
Production Manager: Sheila Jacklin (Bensimon Byrne)
Program Director: Shelley Mohamed (Bensimon Byrne)
Director: Vanya Drakul
Producer: Robyn Smale (Bensimon Byrne)
Business Lead: Wendy Doan (Bensimon Byrne)
Printer: (247)
Production House: (Pirate Audio)
Photographer: (The Orange Apple)
Creative Director: Joseph Bonnici (Bensimon Byrne)
Associate Creative Director: Dan Strasser (Bensimon Byrne)
Group Account Director: James Grant (Bensimon Byrne)
Producer: Michelle Pilling (Bensimon Byrne)
Execution
Open wines is a brand that’s all about being spontaneous and trying new things. The Open Hotline provided a resource to help people seek out and explore activities they might not have otherwise considered, all while driving them to venues where they could enjoy the product.
Outcome
Sales of Open wine grew by a remarkable 70% over the eight-week campaign period. In addition, the brand was able to stand out by establishing itself as a fun and youthful voice in a traditionally mature category.
Client Brief Or Objective
The objective of this campaign was to communicate the positioning of the brand as well as increase on-premise availability and consumption across the city of Toronto.
Implementation
Posters were placed in the Toronto club district directing people to call the Open Hotline for a random suggestion of something to do that night. Upon calling, listeners would hear one of 20 pre-recorded scenarios ranging from bowling to attending a poetry reading to finding a hot tub party.