Yellowglen Promo HOUSE OF SPARKLING by The Monkeys

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HOUSE OF SPARKLING

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Industry Wine & Champagne
Media Promo & PR
Market Australia
Agency The Monkeys
Executive Creative Director Micah Walker
Art Director Matt Heck, Barb Humphries, Dave Ladd
Copywriter Benn Sutton
Producer Jade Wannell
Digital Creative Director Jay Gelardi
Released February 2013

Credits & Description

Advertiser: YELLOWGLEN
Agency: THE MONKEYS
Category: Alcoholic Drinks
Advertising campaign: HOUSE OF SPARKLING
Content Director: Andrew Clarke (The Monkeys)
Art Director: Barb Humphries (The Monkeys)
Copywriter: Benn Sutton (The Monkeys)
Digital Producer: Chris Coward (The Monkeys)
User Experience Architect: Brent Tunney (The Monkeys)
Chief Creative Officer: Justin Drape (The Monkeys)
Channel Planner: Mat Rawnsley (The Monkeys)
Executive Creative Director: Micah Walker (The Monkeys)
Engagement Planner: Nikki Stammers (The Monkeys)
Content Manager: Cecelia Hund (The Monkeys)
Flash Developer: Han Lee (The Monkeys)
Group Content Director: Jasmina Krnjetin (The Monkeys)
Art Director: Dave Ladd (The Monkeys)
Executive Planning Director: Fabio Buresti (The Monkeys)
Producer: Jade Wannell (The Monkeys)
Digital Creative Director: Jay Gelardi (The Monkeys)
Digital Head Of Art: Kristian Saliba (The Monkeys)
Technical Director: Kynan Hughes (The Monkeys)
Art Director: Matt Heck (The Monkeys)
Senior Digital Designer:: Tim Grout (The Monkeys)

Relevancy
After relaunching Yellowglen as Australia’s Premier House of Sparkling, it made sense to creatively bring the House to life, and use it as a vehicle to deliver surprising experiences to consumers. The creative execution had the twin tasks of driving brand reappraisal while encouraging people to spend time with the brand. We achieved this by literally offering people a chance to own a piece of The House of Sparkling (and therefore the brand).

Implementation
We created The House of Sparkling as an enchanting online destination. Inside the House we custom built a chandelier and decorated it with 30 precious gems. Consumers were given a chance to own a piece of The House of Sparkling forever. Each gem was matched to a sparkling wine from the Yellowglen range and with the odds for the gem changing daily, the more strategic you were the better your chance of winning. Our key objective was to drive engagement with the brand, measured through interactions with the site and competition entries, as well as social media engagement.

Outcome
91,000 people visited The House of Sparkling. 55% of entrants were from our target market of 25-35 year olds which is a massive shift for Yellowglen given the majority of its consumers were 55+40% of visitors spent between 7-10 minutes on the site. The Yellowglen Facebook fanbase increased by 164%

Client Brief Or Objective
Yellowglen’s biggest fans were also its biggest problem. These 60-year old women – dubbed Aunty Sallys – were making younger women embarrassed to be seen with Yellowglen. The objective was to attract a new, younger audience and give them a reason to reappraise the brand. We repositioned Yellowglen as The House of Sparkling and then a competition mechanic allowed us to literally give away a piece of the brand – the House of Sparkling itself - ensuring the consumer prize was intrinsically linked to the new campaign idea and premium positioning.