DB Awards 2016: a report on the winners

Consumer Campaign of the Year

Lanson consumer campaign

Robin Copestick (centre) presents the winners of Consumer Campaign of the Year

Winner: The Championships, Wimbledon, by Champagne Lanson

2015 saw Lanson take its Wimbledon activation to the next level, with the Champagne house delivering a true 360° consumer campaign. Activation across the on, off trade and specialist channels was ramped up significantly and two consumer competitions brought into the mix.
A defining element of the campaign was that it was activated using exclusively in-house staff and with a comparatively small budget. The team was tasked with making the activation fun while remaining premium in tone – crucial for both the Lanson and Wimbledon brands.  Judges praised Lanson for a “proper campaign” in which the team had “thought of everything”, from new Wimbledon-focused packaging for the brand to offering winning tickets to Wimbledon for participating customers and a profitable tie-in with ferry company Fred Olsen Cruises.

As a result of the campaign Lanson secured a 23% share of the Champagne category across the final week of The Championships, while sales of Lanson White Label grew 160% YoY without any secondary space or price promotion – indicating that shoppers now see Lanson as an integral part of the ‘Wimbledon experience’. The strength of the on trade activation drove a sales increase beyond the Wimbledon fortnight of 19% across the Lanson portfolio.

In summary, judges described Lanson’s effort as a “textbook example of how to turn sponsorship into a marketing campaign”.

Consumer Campaign runner-up

Ben Smith from Concha y Toro UK

Runner-up: Le Tour de France, by Cono Sur

Coming a “very close second” in the consumer campaign category was Chilean wine brand, which invested in the Tour de France Grand Départ for the second time following a successful campaign in 2014.

In a ramping up the consumer marketing element of its campaign, limited edition bicycle bells were was added to 102,000 bottles of Bicicleta Pinot Noir on UK shelves – a move judges commended as “innovative and witty” – while a new visual creative was developed which helped to define Cono Sur as ‘the Official wine of the Tour de France’.

The campaign also involved a takeover of the Olympic Velodrome in Stratford and an eight-week radio advertising campaign on Magic FM and Absolute Radio, reaching an estimated 6.6 million listeners.

The campaign resulted in 32% growth YoY for Cono Sur and the addition of 130,000 new households for the brand in the last six months of 2015. Judges said it was “a smart campaign that was effective and actually got punters buying bottles”.

The shortlist:

• Domaine Evremond by R&R Teamwork and Hatch Mansfield
• Le Tour de France, by Cono Sur
• The Championships, Wimbledon, by Champagne Lanson
• Wolf Blass and The Rugby World Cup by Treasury Wine Estates

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