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Smart Promotion Castillo de San Diego

Hitting the Target – Dando en el blanco

INITIAL POSITION

Castillo de San Diego, commonly known as Barbadillo, is the highest selling bottled white wine in Spain. This renowned bottle has been on the market for over 40 years.

The world of wine has drastically changed in recent years. In Spain alone, there are over 4,000 wineries.

The number of quality brands has exponentially multiplied. Close to 1,000 brands of wine invested in advertising in 2016.

It is difficult for Barbadillo to stand out in an industry among hundreds of different competitors, where the mainstream brands don’t have prime locations. Distributor’s brands occupy the best placements.

On average, only 3% of consumers participate actively in award-related promotions in the food and beverage industry. Direct prizes are limited, given the low margin per bottle, and many brands give similar prizes (ice bags).

GOALS

Our main goals are:

INCREASE SALES IN A CRITICAL PERIOD FOR THE BRAND.

GAIN EXPOSURE AT THE POINT OF SALE.

SURPASS AVERAGE PARTICIPATION PERCENTAGE IN THE FOOD AND BEVERAGE CHANNEL.

INCREASE MEDIA IMPACT THROUGH AN ORIGINAL PROMOTIONAL IDEA THAT INCREASES MEDIA PRESENCE.

STRATEGY

Our strategy for achieving these goals was to develop a pioneering idea in the wine industry.

A promotion using a neck collar with a smart chip developed by Thinfilm, already used to certify the authenticity of Barbadillo Versos 1891, a premium launch that generated a great deal of media attention and won many awards.

MARKETING ACTIONS

This campaign lead to the largest promotion in the industry to date, with 126,000 ‘smart’ bottles of Barbadillo, offering the chance of winning €1,000 as well as other prizes in the promotion.

www.dandoenelblanco.es

The chip uses a contactless technology, similar to what is used in debit and credit cards. It is uniquely identifiable, traceable, and geolocation enabled. It is impossible to copy and cannot be cloned.

The campaign received media support:

TV ads, sponsorship credits and product placement in Canal Sur programs and on local TV.
Outdoor: Carrefour signposts (digital and print). Digital out of home in key cities.
Radio interviews
Appearances in print and digital press

COMMUNICATION ACTIONS

A press release was published promoting the new technology developed by Thinfilm, which helped with international promotion.

RESULTS

The promotion improved presence at sales points and encouraged repeat purchases, since each consumer purchased two bottles on average to increase chances of winning.

The promotion improved presence at sales points and encouraged repeat purchases, since each consumer purchased two bottles on average to increase chances of winning.

The information gathered thanks to the chip allowed us to analyze where the promotion was most successful.

The data on website visits surpassed expectations with audience peaks coinciding with TV appearances.

Participation results, both in number of plays and the use of the technology, doubled expectations.

Over 30% of consumers who participated in the tap promotion purchased the product.

The greatest success was in communications, since global media appearances created a ROI of almost two million euros, making a simple beverage promotion big news.

ROI OF ALMOST TWO MILLION EUROS