Development and implementation of a sales platform for the product "Villa am Fluss"

Client
Reh Kendermann
Product
Villa am Fluss (white wine for a feminine target group)
Objective

Development of a sales platform for organiser and end-consumer.

Increase of brand awareness in general and in defined image-dimensions.
Sales increase.
Analysis
Analysis of relevant regional markets, target group interests and possible contents.
Content-concept

Sponsorship of the Germany tour of Chris de Burgh together with "Sat.1" and "Freizeit Revue".
Launch of the partnership within the framework of “Prowein” (the leading whine exhibition for the specialised public).

Integration at the POS (on-pack promotions) and presence in specialised media.

PR in mass-media with the wine connoisseur Chris de Burgh as well as Meet & Greet at concerts
Implementation

Three-step concept:
1. “Road to Concert”: Launch at / around the “Prowein”-exhibition and at the POS as well as PR.
2. “Road to Music”: Activities before and after the concerts.
3. "Road to Ireland": Post-work after the Germany tour.

Results sorted by performance indicators (PI):
- PI market share: Listing with 3 national food retailers.
- PI turnover: Substantial sales increase.
- PI cost efficiency: Media value approx. 430% of invested money.

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