Category: Best Use of Branded Content & Sponsorship
Advertiser: PREMIUM WINE BRANDS - JACOB'S CREEK
Product/Service: JACOB'S CREEK WINE
Agency: CUMMINSROSS
Media Agency: OMD Sydney, AUSTRALIA
Writer: Sean Cummins (Cumminsross)
Art Director: Jason Ross (Cumminsross)
Director: Steve Callen (Cumminsross)
Head Of Strategy: Kirsty Muddle (Cumminsross)
Managing Director: Chris Jeffares (Cumminsross)
Producer: Nigel Camilleri (Cumminsross)
Producer: Susannah George (Cumminsross)
Head Of Digital: Faye Collay (Cumminsross)
Media placement: Short Films On TV - Film Series Trailer - Ch7 TV, Online, ESPN, Australian Open Tennis Stadiums, Qantas - 6th January 2012
Media placement: Short Films On TV - Open Fire - Ch7 TV, Online, ESPN, Australian Open Tennis Stadiums - 14th January 2012
Media placement: Short Films On TV - Open Plan - Ch7 TV, Online, ESPN, Australian Open Tennis Stadiums - 14th January 2012
Media placement: Short Films On TV - Open Arms - Ch7 TV, Online, ESPN, Australian Open Tennis Stadiums, Qantas - 14th January 2012
Media placement: Short Films On TV - Open Call - Ch7 TV, Online, ESPN, Australian Open Tennis Stadiums, Qantas - 14th January 2012
Media placement: Short Films On TV - Open Hand - Ch7 TV, Online, ESPN, Australian Open Tennis Stadiums, Qantas - 14th January 2012
Insights, Strategy & the Idea
Jacob’s Creek is Australia’s No1 wine, though key factors have restricted its profitable growth.
From a business perspective, they were unable to command a premium price position due to higher volume sales of their $5 lines versus their $10 - $12 range.
And creatively, 70% of people misunderstood their brand positioning of “True Character”.
Our objectives therefore centred on the “premiumisation” of the brand, and bringing clarity to its creative positioning – and their Global Tennis sponsorship portfolio was the vehicle to drive these objectives.
We focused our communication on demonstrating value, and not just the brand’s monetary value, but also the values it stands for, as both are intrinsically linked in the mind of the consumer.
Executed well, Jacob’s Creek’s premium wine would not only be included on the dining table as part of the consumers’ repertoire, but it would also redress the shift in its profitable growth.
Creative Execution
We needed to improve the perception of the brand’s value, not just generate awareness.
And whilst there was a misunderstanding of “True Character”, consumers understood it related to someone that stays true to their beliefs, is honest and genuine.
So we found an individual that embodied these values, a tennis superstar that struggled to find his True Character - Andre Agassi.
‘Open’ Jacob’s Creek was the campaign.
The word Open itself embodied Tennis, Australian Open, Open up a bottle and Open up to reveal your True Character.
We created the Open Film Series featuring Andre opening up and Jacob’s Creek delivered them to the world.
The films’ unprecedented quality and entertainment value saw major broadcasters acquire them for integration into their live telecast of the Australian Open.
QANTAS also requested them for broadcast on every domestic flight during the Open and they were also distributed digitally and at the event.
Results and Effectiveness
The films were broadcast into 83m homes across Asia and Australia during the Australian Open.
Over 1.6m people saw them in-flight, 686,000 at the Australian Open and the conversation exploded online.
In just 3 weeks, $4.2m of unpaid-media was generated.
Most importantly, this directly translated into success for the brand.
After only 1 month Jacob’s Creek enjoyed a 17% YOY sales increase, and 65% of this increase was driven by its $10+ range.
Link testing confirmed that 70% of consumers now understand "True Character", and there was also a 59% increase in advocacy for the brand.