Positioning Patchwork as the definitive expression of a full-bodied Barossa Shiraz, our campaign line was MADE FROM BAROSSA. The hot air balloon became our primary visual asset with an aerial view of the region showing a ‘patchwork’ of vineyards. To authenticate this position we developed a promotional display case that included actual soil samples from each of the vineyards used to produce Patchwork Shiraz.
And to bring Patchwork to life we gave retailers a chance to win a weekend in the Barossa featuring a tour with the winemaker, behind the scenes experiences and a hot air balloon flight over the beautiful patchwork of vineyards.
As hot air ballooning is something that’s synonymous with the region, we recommended that Yalumba invest in building their own branded hot air balloon. Showpony negotiated a partnership between Yalumba and ahot air balloon operator and, for a CapEx expenditureof less than the cost of a one-month billboard ad in Adelaide, the Patchwork hot air balloon is becoming famous in the Barossa.
The consumer promotion ran in Queensland and delivered an 180% increase in distributions, as well as 57% increase in sales. The campaign has since been rolled out nationally, and the hot air balloon took to the skies over The Barossa in late 2013.
In April 2014, we ran a supporting consumer campaign on YouTube to support the retailers. The campaign resulted in 42,000 views of the Patchwork video injust a 4 week period.