Client:Pernod Ricard

Type:Online & Cinema

Site:Launch website

INSIGHT

A consumer campaign designed to stimulate demand amongst affluent, wine involved consumers. Maximum desirability, minimum availability. 

IDEA

A piece of film art to celebrate the release of TOM 2013. Telling the story of the remarkable wine: the terroir, the meticulous winemaking and the rich heritage honouring one of New Zealand’s winemaking legends: Tom McDonald.

 


 

EXECUTION

We created a piece of film art, which told the story of this remarkable wine and its rich heritage. Each frame of the film was handcrafted to illustrate a key moment in the wine’s journey from grape to bottle. 

Each unique frame then became a very special online RSVP mechanic, with attendees selecting an original frame from the film, which was signed, framed and presented to them at an exclusive pre-launch event.

 


 

RESULTS

All 200 places at the pre-release event were filled within two hours of the eDM being sent out.

Consumer comments: 

"Thank you for the most delightful evening. Your generosity in allowing us to taste all 3 TOMs was fabulous. Likewise the lovely art pieces. I look forward to the next release event."


“Many thanks for a truly enjoyable evening – the wine was superb, as was the organisation of the event.”


“The function was organised perfectly, the venue great, Chris’ speech was interesting, informative, just the right length and punctuated by some of the most delicious wines I’ve ever tasted.”

 


“I must confess, I watched the six films over a slow WiFi, which required repeated viewings. But it was on these repeated viewings that I was able to appreciate the sound design, the voice-over casting, the 2D animation and, especially, the writing in this particular film. "Salty whispers." "A life of duress reveals gems clustered candy bright." "The truth is mouthed." If it weren't first thing in the morning, I would be searching for a bottle of Church Road TOM Merlot-Cabernet Sauvignon, right now.”

– Susan Credle, Global CCO of FCB New York.