Client: TWE | Campaign: Wolf Blass Cricket Legends | Date: Mar 2013 Jul 2013

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What our client wanted:

To drive sales of Wolf Blass Red and Yellow Label wine within the UK & build on the brand’s existing Cricket Australia sponsorship.

To generate & capitalise on target audience hype and appeal surrounding the Ashes, by offering a unique and appealing prize during the 2013 Ashes season, building on the rivalry between England and Australia.

What we did:

Developed an exclusive Wolf Blass owned private Cricket Legends event, providing them with access to high profile players, creating  their own assets and content, and a money-can’t-buy prize for consumers and media. An on-pack prize draw to win 1 of 1,000 pairs of tickets to the event, allowing winners to rub shoulders with and watch former England and Australian Cricket Legends play at an intimate venue, Wormsley Cricket Ground.

What we achieved:

An exclusive day of hospitality for 2K prize winners, plus customers

Volume up 16.8%* (5% target)

Penetration up 13.4%* (7% target)

New buyers up 14.4%* (8% target)

*Source: Kantar