Brand awareness campaign
THE CHALLENGE
Innocent Bystander is a premium wine, without the fuss. Visit Innocent Bystander HQ in Victoria’s Yarra Valley and you’ll find a cellar door unlike many others.
An industrial-feel warehouse; wine tastings straight from the tap; unapologetic comfort food such as pizza, cured meats and the best fries in the valley.
Innocent Bystander is iconic in its home state of Victoria, but in order to grow needed to extend its reach to other states - without losing its feel as a unique, local wine. We were tasked with taking the brand’s philosophy to new audiences in New South Wales and Queensland.
THE WORK
We started with the man on the bottle - the Innocent Bystander himself, and developed a suite of outdoor creative that put this mysterious individual front and centre alongside some of the pithy, cheeky language that the brand is known for. The OOH buy was street posters to ensure we kept the feel authentic, underground, and local.
When it came to social channels we wanted to convey the Innocent Bystander drinking experience as it should be - wine paired with simple dishes that are universally adored - creating a series of simple 6-10 second videos that ran on Facebook, Instagram and YouTube.
From a media perspective, we were able to meet our Sydney and Brisbane audiences in the places they were most likely to pick up a bottle, by using a combination of demographic, geographic and behavioural targeting.
THE RESULTS
Year on year results showed brand awareness lift from 7% to 12% in NSW and 5% to 12% in QLD, 2017 - 2018.