Penfolds Koonunga Hill 30th Anniversary

Objective

Provide value to Foster’s Wine Club members via a monthly offer through the premium wine club.

Planning & Execution

  • Leveraged relationships with contacts at Foster’s to secure an allocation of the limited edition wines – skinned to famous Australians including :

    • Collette Dinnigan

    • Professor Ian Frazer

    • John Eales

    • Bryce Courtney

    • Tetsuya Wakuda

  • Data selection – Based on previous Penfolds buyers, purchased last 2 years, with a selected average case price spend at a premium level.

  • Digital – letter, eDM, website with creative assets sourced from the Penfolds Brand Manager.

Results

  • This campaign went off like a frog in a sock!

  • Consolidated phone & online orders >800.

  • Great example of a fast and cost effective campaign delivered via direct channels that that resonated with the targeted club members.

 
Brand CampaignsChristie Glasson