Elastic Group

ACCOLADE WINES

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CHALLENGE

There is a wall of wine in store, so we needed to create cut through in a cluttered market and create a digitally led campaign that engages customers both online and instore for premium red wines.

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INSIGHT

The Accolade Wines portfolio has strong credentials in premium red wines with brands like Grant Burge and St Hallett leading the way in awards and a strong Barossa heritage.


THE IDEA

Using Dan Murphy’s own wine experts, we created a content series where we took the Wine Merchants on an Escape to the Barossa, where they visited the local sites as well as the Grant Burge & St Hallett wineries. A custom microsite was created to house the content with activity online & instore to drive engagement.

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RESULTS​

The campaign was a huge success with Endeavour Drinks embracing the Accolade Wines campaign both in store and online. The hero content was housed on the microsite which also hosted the competition entry, while in stores neck tags on bottles featured a QR code that linked through to the microsite to watch the content and enter the comp. In addition to the instore activity we also had a digital activation across social to drive people to the website. 

The campaign achieved over 10k QR code scans from bottles in store, with the Escape to the Barossa microsite having over 11k visits and more than 6.5k competition entries. 

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ACCOLADE WINES // ESCAPE TO THE BAROSSA

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