Treasury Wine Estates
Yellowglen Brand Experience
Challenge
Yellowglen wanted to leverage their sponsorship of the Rhythm & Vines 2009/2010 music festival with an interactive and memorable activity. They wanted to convey the Yellowglen brand proposition of bubbles, girls and fun, whilst still being a premium event conveying a new drinking occasion.
Insight
New Years Eve is a fun and special celebration. Bubbles are considered a classy beverage and fit well in a VIP area. When a special memory is created through an experience, a tradition in brand association can be born.
Solution
We built a high-end VIP area which was named the Yellowglen Bubbly Lounge and provided samples on entry. Yellowglen sampling stations were set up across the festival site and campsites to welcome people to the New Years Eve event. We created a Yellowglen Moment at sunset on each of the three nights of the festival with fireworks and giant bubble balls that were thrown out into the crowd.
Results
- Over 1,500 people in the Yellowglen Bubbly Lounge.
- Over 18,000 people played with the giant bubbly balls.
- Over 4,000 samples distributed.
- Optimum stage-viewing from the Yellowglen Bubbly Lounge lead to high visibility and desirability for the brand.
