New audience campaign
The Wine Society
The challenge
The Wine Society runs regular direct mail campaigns which focus on specific regions and countries, but wanted to reach and appeal to a more diverse audience. Our challenge was to showcase hundreds of different wines in ways that would appeal to women and ‘non wine-buffs’. Though existing members weren’t the target audience, the campaign didn’t exclude them and so they had to be brought along the journey too.
The challenge
Our solution was an editorial approach that used pull-out quotes, original illustrations and photography. For example, our Loire leaflet focused on wine and food matching, while our Italian promotion celebrated icons ranging from the Colosseum to the Vespa. We also used iconography to promote the Sauvignon Blanc range in an alternative way (without showing a bottle), and introduced non-wine connoisseurs to en primeur – the cool way to buy wine to drink later!
The results
The campaign was highly successful. Particularly the Sauvignon Blanc direct mail piece that specifically targeted the new audience group – predominantly younger women – and saw a 20% uplift in orders.
