Реклама рекламных агентств и средств массовой информации: - VINOGRAD -

TASK

To start a bright New Year Eve project, and to congratulate Internet audience with upcoming holidays on behalf of GRAPE group.

INSIGHT

Every year in Russia begins with never-ending feasts, tons of food and drinks. This year we wanted "to reach the tables" of those who love and support us most of all. In order to do that we needed to develop our own New Year's product, which everyone would love to get.

DECISION

We decided to create the unique collection of nominal wine representing the GRAPE group staff, and to put up for sale via our online auction. With the help of a professional kavist we sleeked wines.  During personal meetings with staff the wine expert defined their preferences and chose the most appropriate canary for each of them. 

DESIGN

4 designers participated in developing the project at the same time. Unique illustrations in engraving style were created for each of three agencies of GRAPE group. They acted as basis for labels with logos made of surnames of employees. After the layout and printing labels were applied to the real prize bottles awaiting their owners in GRAPE office.

MECHANICS

A set of 20 exclusive bottles were placed on a webpage designed as a wine cellar.  Looking through bottles with original descriptions of canaries, a user could choose only one. The winner was defined by quantity of likes for a post in Facebook, collected by the user. Thus, likes acted as auction currency. 

RESULTS

Users from more than seven countries participated in auction, including from Armenia, Austria, Thailand, and Montenegro. 

All of them fought for the for each of collection bottles, getting likes from friends. The amount of likes exceeded 2700. In spite of having no media support the campaign coverage exceeded 30 000 people!

The auction was closed at New Year eve, and participants learned names of winners on a site.

Bottles were sent to lucky winners right after New Year's holidays.