Villa Maria has earned a reputation as “New Zealand’s most awarded winery” and is recognised around the country. However, high brand awareness was not translating to instore preference. In an increasingly competitive environment, it became apparent that building emotional connection with consumers was critical to driving in-store sales, beyond the consideration of price point. So in 2017 the brand communications platform, Open Another World, was born as a vehicle to communicate the stories and people behind the brand’s rich legacy, whilst simultaneously opening consumers’ worlds to wines they may have never discovered before.
Anthem was engaged by Villa Maria to bring the Open Another World platform to life for wine drinkers across New Zealand in a three-phased approach.
In phase one, Anthem developed an integrated marketing communications programme with executions across five key channels: digital and social; earned media, partnerships (including influencers and media) and in-store, with a consumer activation at its heart.
Phase one of the Open Another World platform came to life with an urban treasure hunt based at Auckland’s Viaduct Harbour in winter 2017. Hundreds of participants solved clues to make their way around Villa Maria on-premise locations, such as Soul Bar and Pilkington’s to discover new varietals and engage with the Villa Maria brand stories. Participation was driven by way of a week-long radio campaign and a digital media campaign. Participants who completed the Open Another World treasure hunt were into win a trip around the world for two as well as a host of spot prizes.
Open Another World phase two (live from February 2018) takes Kiwi wine drinkers on a journey of exploration into new varietals. In key regional markets across New Zealand, consumers will have the opportunity to explore lesser known varietals with in-store sampling. In-store collateral and a digital media campaign will encourage the purchase of two new wine discoveries to be into win an all expenses paid trip to the birthplace of their favourite new wine.
Visitors to the dedicated Open Another World campaign hub, living on the Villa Maria website, can engage with the stories and heroes behind the brand, go on a wine journey of discovery and learn about lesser known varietals via a video series hosted by Villa Maria Senior Winemaker Dave Roper, turn to the NZ Herald for articles about the brand legacy story as well as enter the competition.
Anthem has been instrumental in developing phase two of Open Another World from developing the strategic approach to planning across five channels (social and digital, earned media, paid media partnerships, in-store, and experiential) through to implementation. Already hundreds of consumers have opened another world to enter the competition. We can’t wait to see the results roll in!