RUBY O FACEBOOK 'LIKE' STICKERS by M&C Saatchi Auckland for Southcorp Wines

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Industry Wine & Champagne
Media Promo & PR, Case study
Market New Zealand
Agency M&C Saatchi Auckland
Executive Creative Director Dave King
Released September 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: ROSEMOUNT
Product/Service: SPARKLING WINE
Date of First Appearance: Sep 1 2010
Entrant Company: M&C SAATCHI, Auckland, NEW ZEALAND
Executive Creative Director: Dave King (M&C Saatchi)
Client Services Director: James Johnston (M&C Saatchi)
Account Executive: Claudia Zwimpfer (M&C Saatchi)
Head of Strategy: Tony Burt (M&C Saatchi)
Media placement: Ambient - On Bottle - 1 September 2010

Insights, Strategy & the Idea
Every summer there are fashions, songs and drinks that own the season – especially for females in their twenties. Ruby O was a seasonal sparkling wine offering from Rosemount. We wanted to make this the drink for summer.

So in September 2010 (summer in New Zealand), we launched a Facebook page for new product Rosemount Ruby O. A new product launch on a very small budget, in New Zealand terms, and minute by international standards.

Creative Execution
To drive fans to our page, we placed stickers on the front of every bottle telling them to ‘Like’ us on Facebook. Facebook New Zealand confirmed we were the first in the world to use a ‘Like’ sticker on a consumer product.

Results and Effectiveness
Within 2 months, we had more than 4,500 fans on our page. The cost to client for the stickers? $342.80.

Our fans were happy. Then they became disgruntled as stocks ran out. Ruby O ran out in January 2011.
It was supposed to last until April.

Through our Facebook page, we were able to communicate with our fans and reward their loyalty with a replacement product.

But that wasn't all. By demonstrating our Facebook fans avid support, the decision to discontinue the product was reversed. And our fans were happy again. It all started with a simple sticker on a bottle.