Yellowglen Outdoor Domination. 29 th March 2011

Transcription

1 Yellowglen Outdoor Domination 29 th March 2011

2 The Brief... oyellowglen launched its first new creative campaign idea in 10 years in a bid to increase the brand s market share of the lucrative sparkling wine segment in Australia. oas an official partner of the Melbourne cup, Yellowglen enjoys a strong association with racing in Australia. The brief was to find a way of leveraging the Melbourne spring racing carnival and specifically to use the Melbourne Cup to promote the brand while ensuring the Yellowglen message didn t get lost in the cluttered environment.

3 The Strategy... ocutting through the background noise of Melbourne spring racing carnival (particularly Melbourne Cup Day) was never going to be easy, and it became clear that a big idea was needed to bring Yellowglen to the forefront and ensure it could not be missed. othe idea that emerged was for Yellowglen to take over Melbourne CBD by taking ownership of as many outdoor formats in the city centre as possible. osimilarly, Yellowglen would need to have a massive presence in the CBDs of Sydney, Melbourne, Brisbane and Perth by booking out the most iconic and well-known outdoor sites in those markets.

4 The Implementation... ocoming up with big ideas is one thing-making them work is another. If the plan was to come to fruition, we would need to achieve the almostimpossible: bring all the major suppliers in the Australian outdoor media industry together in one place and get them to work together.

5 The Implementation... othe following formats were selected in Melbourne: o Iconic digital large format o Iconic static large format o CBD and suburban street furniture o Flinders Street Station domination In addition, a centrepiece light-projection was selected to appear on the face of Flinders Street Station. Only a handful of advertisers have done this in the past, one of which being Nickelodeon. Yellowglen is the first advertiser to use a projection onto Flinders Street Station as part of a larger ownership of outdoor media in the area.

6 The Site Selection... o Large format sites: oyoung and Jackson Digital Billboard (APN) ocorner Flinders/Swanston Upper (APN) ocorner Flinders/Swanston Lower (APN) o Corner Flinders/Swanston (IOM) o Corner Bourke and Swanston (Eye) o Corner Bourke and Swanston (ooh) o Street furniture sites: ocbd to Flemington racecourse (Adshel and JC Decaux) o Other sites: oflinders Street Station Light Projection (APN) oflinders Street Station Domination (JC Decaux)

7 The Result... The Result... o Flinders Street Precinct- Large Format (w/c 10 th 31 st Oct inclusive) ofour sites in Melbourne s most iconic intersection meant complete domination of the area. omelbourne Cup parade passed right through the junction, meaning Yellowglen capitalised on high foot-traffic and higher than normal dwell-times. o Collins and Swanston- Large Format (w/c 10 th 31 st Oct inclusive) otwo sites at the opposite end of Swanston St to bookend the road. oone giant site created by adjoining an Eye site and an ooh site-a media first! oparade also passed through this area, meaning Yellowglen had huge exposure from start to finish. Swanston Street

8 The Result... oflinders Street Station-Station Domination (w/c 10 th 31 st Oct inclusive) oyellowglen continued to be the market leaders in this field-domination of the inside andoutside of the station was another first. obluetooth-enabled panels increased engagement by driving people to an activation at the carnival and to download an iphone application. These were positioned on the concourse, on the platform for trains to Flemington and on the corner of Flinders St and Swanston St. The panels yielded 3,544 downloads during the campaign. othe Yellowglen Dream Photo Booth also operated from 7.30am-12.30pm on the four main race days. Patrons can have their photo taken on the front of a magazine cover which is uploaded to Facebook-accessible for guests to immediately tag their photo. Promotional staff will be distributing bubble blowers and oriental fans around the station which promote the Flemington on-site Yellowglen Bubbly Bar.

9 The Result... o Flinders Street Station- Light Projection (w/c 10 th 31 st Oct inclusive) oas a centrepiece to the Flinders Street area domination, bubbles were projected onto the station building face itself. oa rarely utilised medium, the projection attracted attention simply because itwas so unusual. oto increase the projection s visibility, City power even agreed to switch off other lighting in the area.

10 The Result... omelbourne CBDand beyond-street Furniture (w/c 24 th 31 st Oct inclusive) oselected street furniture sites followed the route from the CBD to Flemington racecourse. osecuring the banks outside Flinders St Station required Asdshel to break-up their usual package. othis extended the Station Domination and built on the Flinders Street ownership. oyellowglen capitalisedon the massive foot traffic numbers during the Spring Racing Carnival.

11 The Implementation (other states)... oin NSW, QLD, WA and SA, large format was selected as being the most relevant format. This way, Yellowglen would be able to dominate the CBDs of Sydney, Brisbane, Perth and Adelaide by selecting a few well-known, iconic sites for maximum impact.in some instances, this meant combining billboards and even having brand new ones produced to create our own landmarks. The Site Selection... o Glebe Island Silo, Sydney (Eye) o Oxford Street, Sydney (ooh) o Storey Bridge Upper, Brisbane (APN) o Storey Bridge Lower, Brisbane (APN) o Ann Street, Brisbane (ooh) o Caledonian Hotel, Adelaide (ooh) o Perth Trade Tower, Perth (APN)

12 The Result... o Glebe Island Silos, Sydney (w/c 10 th 31 st Oct inclusive) olargest billboard in the Southern Hemisphere osituated adjacent to the Anzac Bridge, one of Sydney's best-known landmarks The Result... o Oxford Street, Sydney (w/c 10 th 31 st Oct inclusive) osituated in the heart of Sydney's entertainment precinct, Darlinghurst ocapturing the Eastern Suburbs of Sydney as well as Airport traffic heading into the CBD

13 The Result... o Storey Bridge, Brisbane (w/c 10 th 31 st Oct inclusive) ocombined three large format sites to create our own landmark-two on Storey Bridge and one on the adjacent Ann Street site. Another media first! oviewed by all traffic travelling northbound across the Storey Bridge to the inner city, Fortitude Valley and through to the Northern suburbs

14 WA: Perth Trade Tower The Result... o Perth Trade Tower, Perth (w/c 10 th 31 st Oct inclusive) oyellowglen created its own landmark by occupying the entire Perth tower obillboards on all four sides booked out to create a 360 message oupper and lower panels were installed especially for Yellowglen-these are not usually part of the site. Yet another first!

15 SA: Caledonian Hotel The Result... o Caledonian Hotel, Adelaide (w/c 10 th 31 st Oct inclusive) olocally well-known site o Major shopping and restaurant precinct oin a newly-developed North Adelaide Shopping Village

16 The implementation-path to Purchase o Shopping Centres, National (24 th Oct 7 th Nov inclusive) orunning concurrently with the large format and street furniture was an extensive Yellowglen path to purchase campaign. onational liquor chains and key independents were targeted by booking out in-centre and in-store media around topselling stores, creating a Yellowglen trail from the car park to the wine fridge. o 273 ooh! Shopalites o 84 Eyelites o 141 Torch Media in-store floor decals o 174 Torch in-stiore digital screens o 305 Consumedia Liquor TV in-store screens

17 Exposure Additional PR exposure The OOH activity created quite a buzz! Numerous articles appeared in trade press including AdNews, B&T and Mumbrella Awards The Yellowglen outdoor domination was entered for 10 awards: Asian Digital Aug 2010 Fosters Yellowglen Best Ingegrated I-phone App Asian Digital Aug 2010 Fosters Yellowglen Mobile I-phone App Asian Digital Aug 2010 Fosters Yellowglen Media Innovation I-phone App B&T Awards Sep 2010 Fosters YellowGlen Best Digital Campaign iphone App AIMIA Nov 2010 Fosters Yellowglen Best Cross Platform iphone App AIMIA Nov 2010 Fosters Yellowglen Best Integration with an Offline Campaign iphone App AIMIA Nov 2010 Fosters Yellowglen Best Mobile Product or Service iphone App AIMIA Nov 2010 Fosters Yellowglen Best Use of Social Media, Word-of-Mouth or Viral. iphone App Festival of Media Jan 2011 Treasury Wines Yellowglen Best Communication Strategy At the races Festival of Media Jan 2011 Treasury Wines Yellowglen Creative use of Media At the races

18 The Result (awareness) Yellowglen saw improved brand health measures over the course of the campaign; in particular against people who had purchased alcohol in the last four weeks. Execution had a positive impact on brand attitudes and intent to purchase. YG P2P formats have been noticed; in particular panels in shopping centre, in-store on shelf, in-store on floor and at shopping centre entrance. Spontaneous and prompted ad awareness increased; in particular large format 35% 30% 25% 20% 15% 10% 5% 0% YG W1 YG W2 Source: Pulse research. Base; seen ad YG W1 n=65 / YG W2 n= 84

19 The Result (sales and brand metrics) Sales for the racing period were up a massive 28% on the rest of the year, an extra 200,000 bottle of bubbly were consumed, the girls were quite literally drinking it by the case load. Yellowglen s share of the entire Sparkling wine category in Australia rose 15% during the period. Commitment (our loyalty measure) amongst the core target audience rose a sharp 15%, which meant consumers were not just drinking it, but they were loving it over all others. From the start of Spring Racing Carnival to the end, Yellowglen s brand equity increased significantly for key Fosters Segments ( 5.8 to 6.8 and 8.5 to 9.5 respectively). This shows the brand clearly engaged the target consumer. Yellowglen s brand equity increase