Cannes Lions

HOUSE OF SPARKLING

THE MONKEYS, Sydney / YELLOWGLEN / 2013

Case Film
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Case Film

Overview

Entries

Credits

Overview

Description

Yellowglen is one of Australia’s oldest sparkling wine brands. But recently the brand and its drinkers were starting to show their age.

Younger people needed a reason to rediscover Yellowglen. So we introduced them to The House of Sparkling. Using mobile, tablet, desktop and film we unveiled the first room of the house and invited people to own a piece of The House of Sparkling in the form of a gem from a chandelier suspended in the house.

Visitors to the House of Sparkling spent more than 3 minutes interacting with the site.

Execution

With POS and cinema as drivers for the campaign viewers were sure to be visiting The House while out and about. Therefore the challenge was to make this rich experience work across all devices as one site. Interpreting The House of Sparkling brand in the online space meant our design had to be elegant and adaptable both visually and functionally. We used a parallax sequence to allow guests to select a gem and when visitors returned to find out if they had won they received a personalised film viewable on any device.

Outcome

91,000 visits to 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%

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