Fondo Vitivinicola De Mendoza Promo ONE WINE, 1000 CONVERSATIONS by BBDO Buenos Aires

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Industry Wine & Champagne
Media Promo & PR
Market Argentina
Agency BBDO Buenos Aires
Director Augusto Gimenez Zapiola - Santiago Mitre
Executive Creative Director Coco Olivera, Mike Usandivaras, Rodrigo Grau, Ramiro Rodriguez Cohen
Creative Director Luis Sanchez-Zinny, Carmelo Maselli
Producer Rodrigo Lema
Released October 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Product/Service: WINE
Date of First Appearance: Nov 1 2010
Entrant Company: BBDO ARGENTINA, Buenos Aires, ARGENTINA
Entry URL:
Executive Creative Director: Ramiro Rodriguez Cohen/Rodrigo Grau (BBDO Argentina)
Creative Director: Luis Sanchez Zinny (BBDO Argentina)
Creative Director: Carmelo Maselli (BBDO Argentina)
Head of Production: Veronica Zeta (BBDO Argentina)
Interactive Creative Director: Fernando Barbella (BBDO Argentina)
Director: Augusto Gimenez Zapiola (ArgentinaCine)
Advertisers' Supervisor: Sergio Villanueva/Carmen Pérez/Gabriela Quinteros/Macri Sinatra (Fondo Vitivinicola de Mendoza)
Producer: Rodrigo Lema (BBDO Argentina)
Interactive Strategies Producer: Veronica Conti (BBDO Argentina)
Interactive Copywriter: Diego Levi (BBDO Argentina)
Interactive Art Director: Maximiliano Ballarini (BBDO Argentina)
Executive Producer: Marcos Landajo/Nano Tidone (ArgentinaCine)
Sound: (La Casa Post)
Post Production: (Pickle)
Digital Partner: (LOND&M)
Media placement: TV - National TV - Nov 1, 2010
Media placement: PR - Press Release And Online Personalized Videos - Nov 2, 2010
Media placement: DIGITAL - Website, YouTube And Social Networks - Nov 2, 2010
Media placement: DIGITAL - Http:// - Interactive Platform To Subtitle And Share Per - Dec 1, 2010

Describe the objective of the promotion.
Argentine wine has been doing well around the world in recent years. Wine is a key player in the local alcoholic drinks market. During the last few years, beer has been challenging its position.
Fondo Vitivinicola de Mendoza, a public organisation that brings together the most important wine makers in Argentina, wanted to develop a campaign in order to promote wine in the local market.

Describe how the promotion developed from concept to implementation.
In Argentina, beer has been stealing from wine one of its main attributes: conversation.
The concept of the campaign: One wine, a thousand conversations.
First, we launched a TV spot showing a typical family talking in Esperanto with Spanish subtitles. The exact same spot was aired with 4 different sets of subtitles (or conversations).
Later we developed 100 newly-subtitled versions of the spot and shared them on Twitter and YouTube.
Finally we launched a digital platform encouraging people to create their versions with original subtitles for the ad and share their versions on the social networks.

Explain why the method of promotion was most relevant to the product or service.
The main attribute of wine we wanted to promote was conversation. We wanted people to remember that wine in Argentina is “the” social alcoholic drink. To obtain this goal we needed a campaign about conversation that could generate conversations. Using the web was ideal for this campaign. An interactive digital platform where people could create one of a kind versions of a conversation by using subtitles. We gave wine a special place where people could talk and have fun.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In 60 days, the website notched up over 300,000 page views.
Users uploaded over 4,200 newly-subtitled versions of the spot (that is 70 new versions a day, a total of 65 hours of conversation about wine based on a spot lasting less than a minute!), making it the biggest case in User Generated Content in Argentina.
Once again, wine was a part of conversation.