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Industry Wine & Champagne, Business equipment & services, Corporate Image
Media Direct marketing
Market Australia
Agency Fnuky
Creative Director David Campbell
Released March 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: WIRRA WIRRA
Product/Service: CHURCH BLOCK WINE
Agency: Fnuky
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: Fnuky, Adelaide, AUSTRALIA
Entry URL: http://www.ourworkofart.com.au/cannes/direct
Creative Director: David Campbell (FNUKY)
Account Director: Jeremy Ervine (FNUKY)
Creative Producer: Erica Brien (FNUKY)
Creative Producer: Amy O'Connell (FNUKY)
Media placement: Ambient Installation - Southbank Promenade - 15 March 2010

Describe the brief/objective of the direct campaign.
The wine industry has been under a lot of pressure in Australia. Squeezing prices and increased competition has meant wine has become a commodity and for many producers, winemaking is not what it used to be. For Wirra Wirra, Church Block has been for 35 years their flagship wine. For them, winemaking is not just a business; it’s an art form. But as a good value wine, Church Block risked being put in the same basket as other mass-produced reds. Our job was to remind people that for Wirra Wirra, the perfect wine is the result of care, creativity and patience.

Explain why the creative execution was relevant to the product or service.
Wirra Wirra wanted people to know that winemaking for them is an artform. By creating our giant art installation we were able to combine elements of Australian wine history by using recycled corks while celebrating and demonstrating the creativity and care that is Wirra’s flagship wine, Church Block. The project opened up product sampling and database opportunities, with daily wine tasting and a competition to guess the number of corks needed to create the sculpture.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To demonstrate Wirra’s creative approach, we set out on an artistic endeavor of our own; to create the worlds’ largest cork sculpture. But to do this we needed corks. So we put out a call for corks, calling on Australians to donate their old corks to help us create our sculpture. After thousands of corks poured in, the sculpture came to life at Southbank promenade, Melbourne’s art and dining precinct. Installation artists and art enthusiasts took part, helping the bottle take form... One cork at a time. Once completed the bottle was host to daily product sampling.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In response to our 'Call for Corks' tens of thousands of old wine corks were collected at hundreds of drop off points around Australia. During the 5 days Our Work of Art was on display at Southbank, 3,000 people sampled the product and 1,000 went on to enjoy a glass of Church Block at surrounding Southbank restaurants. Our competition to guess the number of corks used in the structure increased Wirra Wirra's direct mail database by 22%... a database that had taken 6 years to build to it's existing levels. And the campaign payed unexpected dividends, with huge media attention from around the country delivering 6.2 million free media impressions.