AGASSI HOLDS COURT

CAMPAIGN: OPEN UPCLIENT: JACOB’S CREEKAGENCY: CUMMINSROSS

BACKGROUND• Internationally iconic

Australian wine.• Number one wine branded

bottled wine in the Australian market (Aztec Reports, June 2012).

• Key challenge was to command a premium price position.

OBJECTIVES

Centred on the ‘premiumisation’ of the brand, and to maximise their global tennis sponsorship portfolio as a vehicle to drive this.

STRATEGY

• Communication focused on demonstrating value.

• The brand’s monetary value and the values it stands for are linked for the consumer.

• Contributed to changing the perception of the brand’s value.

• Worked in line with the brand’s existing creative executions and brand platform, ‘True Character’.

EXECUTION• Andre Agassi was used as he embodies these values.• The word ‘open’ itself embodied tennis i.e. the Australian

Open, open up a bottle and open up to reveal your true character.

• Created the Open film series featuring Agassi opening up and Jacob’s Creek delivered this to the world.

• Major broadcasters integrated the film into their live telecast of the Australian Open.

• Qantas broadcasted on every domestic flight during the Australian Open.

• Distributed digitally and on the big screens in Rod Laver Arena and in Melbourne’s Olympic Park precinct.

RESULTS• Broadcast into 75 million homes

across Asia.• Reached 27% of the Australian

population at least twice during the Australian Open.

• 1.9 million further opportunities to watch the series in-flight on Qantas.

• Andre Agassi was trending in the top 10 on Twitter ten minutes after the first film aired.

• Estimated $4.2 million of unpaid media was generated in three weeks.

• 18% sales value increase for Jacob’s Creek after only one month of activity

• 69% of sales value driven by its $10-plus range – successfully delivering on the premiumisation objectives.

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