There’s a story behind every glass
Creative Strategy
& ideation, across linear and digital touchpoints
-- Services
Content Strategy
Campaign Planning
Creative Direction
DOOH
Brief
Majestic Wines were looking for a creative and production partner to structure their 2023 Christmas campaign. This involved changing their approach to creative narrative, and targeting lapsed consumers with messaging more focused on the "meaning behind the wine".
The story we developed for the campaign, derived from the ambition that - the choice of the bottle is less related to price alone, but designed to evoke an emotion or memory from its being, and that the experienced team at MJ were the perfect advocates for helping you fulfil that ambition.
Challenge
The campaign required a rock solid creative strategy, a highly targeted geographic media plan, and a great set of creative ideas - that could speak to a range of demographics throughout the festive period, and lean into evergreen adaptation in 2024.
The creative idea needed to stand alongside their competitor landscape (Retailers and Subscription services) as well as deliver a narrative and message that would have lasting meaning.
The Campaign we pitch was "There's a story behind every glass" - pushing the narrative that an event, olfactory memory, or visual connection is the most thoughtful gift of all.
This campaign was commissioned to the production partner Powerhouse and delivered end to end in approximately 9 weeks. This campaign relied on creating a story, campaign, and rich bed of multi channel assets to support the brand teams, marketing teams, and incumbent agencies in delivering this messaging.
Approach
We employed deep creative strategy, crafting key emotional arches (across all content durations) and expanded the landscape of the campaign to relate to static and owned content "mini-campaign's" in 2024.
We developed flexible pre-visualised storyboards, animatics, and timing plans to limit the production windows, and reduce unnecessary carbon emissions.
The campaign featured crossover messaging channels across digital, linear, print, and instore POS - with aspects and connective stories being directly discovered.
"There's a story behind every glass" became the key narrative message for the national Majestic Wines season, with individual stores adapting to their own personal adaptations of this message to engage more closely with regular consumers.
13 %
Increase in premium wine purchases
8 %
YoY increase in Sales over the festive period
60000
New Customers acquired in December 2023
What We did:
- Created content strategy to support creative development and creative strategy.
- Generated a highly targeted creative strategy focusing on multi channel distribution.
- Created "evergreen" creative ideation alongside the campaign to support longer lasting content adaptation.
- Creative branched narrative throughout pre-production to leverage digital distribution.
- Worked to a tight 9 week window from RFP to Adstream submission.
Check out
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