The ‘Good Shout’ campaign highlights the service and tailored knowledge that Cellarbrations’ retailers provide to their customers, no matter the occasion.
In September this year, Australian bottle shop Cellarbrations teamed up with creative agency Dig to highlight the exceptional service and expertise found in store by each and every member of staff.
The campaign features an array of 15 second spots, introducing colourful customers looking for advice from the Cellarbrations retailer about what drop to take for an occasion or event for a ‘good shout’.
‘Good Shout’ is set to run through the football season and will follow up with further instalments throughout the year across retail activity, in-store, catalogue, social and digital comms.
Josh Gaudry, general manager of marketing at Australian Liquor Marketers, approached the campaign with the insight that consumers relate to and appreciate small, everyday moments as portrayed in the campaign.
Gaudry: “The Cellarbrations brand is grounded in knowledge and the joy in being able to recommend just the right drop for any occasion. Our campaign is deliberately simple in execution, focussing on joyful characters and consistent campaign codes.
“We knew from the research that Cellarbrations was already seen as a ‘cut above’ and that customers valued advice, quality and value. We also knew that our customers liked to celebrate the smaller, everyday moments that colour our lives, not just the big traditional festive occasions.”
Lucielle Vardy, national executive planning director at Dig, provides insight into the customer value proposition (CVP) developed prior to the campaign.
Vardy: “The research informed the three key tenets of the Customer Value Proposition we developed for Cellarbrations: tailored knowledge, joy and value. This CVP informs not only our creative strategy, but every aspect of the Cellarbrations offering through the full customer experience. At the heart of the offering, our retailers are able to make a recommendation on what drop to take to any occasion.”
Lisa Ramsey, managing director at Dig, provides a rationale of the campaign, stating that consistency and production efficiencies were at the forefront of the agency's agenda when creating the work.
Ramsey: “With Cellarbrations being independently-owned bottle shops, we need to sweat every dollar to unlock growth, rather than relying on big media spends to drive awareness. This informed our approach in a couple of ways. Firstly, consistency – delivering one overarching idea that could be executed consistently through brand and key selling period comms (Easter, Xmas, Footy Finals etc), to enable us to continually build on memory structures throughout the campaign, relentlessly applied from TV through to the digital ecomm experience and in store.
“Secondly, production efficiencies – planning, creating and executing the whole year in advance, we were able to deliver the highest quality relative to our level of production investment.
David Joubert, national executive creative director/partner at Dig, gave insight into the campaign strategy, stating that distinctive differentiation from other campaigns as well as consistent codes and simplicity, was the key to success for this type of advertisement.
Joubert: “With all of our campaign development we focus on developing work that is differentiated and distinctive, rigorously reinforcing the brand’s distinctive assets.
“With only 15 second spots, it was important to build consistent codes and at the heart of that for Cellarbrations is the moment the retailer recommends the right drop for the occasion.
“Informed by our CVP work, we aimed to deliver spots that were joyful, without going full on into belly laughs. This meant joy could be achieved from simply a look, or surprising character traits.
“Working with our fabulous director, Steve Saussey from Eight and the talented team at The Editors, we aimed to deliver our stories simply to allow the performances to shine.
“We’re proud to launch the ‘Good Shout’ campaign for Cellarbrations. The retailers genuinely provide each and every customer with tailored advice, and our approach is to relentlessly execute this truth single-mindedly.”
Ramsey: “The campaign's first and foremost need is to drive appeal and conversion with our shoppers. A strong early indication of success comes from the reaction of over 700 independent Cellarbrations’ retailers, who get behind the promise every single day”.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.