Out-of-Home Case Study
Raventós Codorníu
Sparkling Wine, TV Advertising and Out-of-Home Campaign.
Brand
Raventós Codorníu was founded in 1551 near Barcelona and is the oldest producer of the Spanish traditional sparkling wine, Cava, and one of the oldest wineries in the world with global reach.
Challenge
After a successful campaign in mid-2022, a first for the brand in the UK, where we raised the brand’s awareness and contributed to their listing in Tesco for the first time, the next challenge was to continue to drive that awareness and sales in all supermarkets during Shopping Season in Q4 2022.
Objective
Build brand awareness and push sales in supermarkets for Q4
Drive sales nationwide across all retailers.
Skills:
Billboard Advertising, Underground Advertising, VOD Advertising, Out-of-Home Campaign, Media Planning and Buying, Audience Research and Insights
Strategy & Execution
An effective advertising campaign is one with enough cross-format frequency that captures consumers' attention across their daily journey, from waking up to going to bed, solidifying the brand’s message in the process. And that’s precisely the formula and strategy we applied to raise awareness and activate a response: an exceptionally well-balanced media plan that doesn’t focus on doing too much but rather optimising frequency, ie, the same group viewing ads for over +5 times.
One way to find balance, taking into consideration the audience’s target profile (skew to Women, core age group 25-45) was the audience sizes (population density, location) and media consumption habits (Global Web Index research).
Finally, from a Direct Response perspective, a set of formats were picked in close proximity to Supermarkets and all planning was supported by our proprietary planning and mapping tool, as can be seen on our website in “tech”. Additional information on the next section.
A great campaign is one that not only gets our clients’ results but also makes their stakeholders happy. And that’s exactly where everything started. The UK has strong recognisable and admired icons (pop culture) overseas such as Big Ben so we couldn’t address this with our Spanish client and our planning since it is their first time advertising in the UK. For high-impact, goodwill and PR, we designed and produced a Full Bus Wrap, that kickstarted the whole campaign. This bus was later photographed next to all the London icons in a one-day event to be used on our report, and PR agency and shared internally with their teams with great enthusiasm.
Next, the media plan. It covers all UK and in broad strokes is made of ITV VOD (high indexing to the sparkling audience), London Underground formats, Supermarket screens, multiple roadside large formats, bus stops, Youtube and Display, and of course, the much-loved bus wrap.
We believe the above formats are a great balance between cost, efficiency, and reach, considering the brand’s ambition and budget. Too many or too premium formats and the budget runs out… too few or suboptimal placements and it is not effective. So with the usual care and approach to the choice of formats and its locations relevant to the audience, targeting key areas, arterial routes, high visibility/frequency placements, and proximity to supermarkets that we are confident you all know very well, we want to highlight two other key differentiators instead, at least in regards to outdoor advertising.
The planning was all done with the assistance of our proprietary planning tool, which allows us to overlay Census Data, Google API for points-of-interest and other mapping interests (eg, Tescos…), the client’s own data, and the UK’s entire OOH database. This is a powerful tool that allows us to pick placements with relevancy and precision, at scale. The second aspect was to address the London-skew, or in other words, higher population city vs the rest of the UK. To balance budget vs population density to maximise efficiency and more importantly frequency (if, say, commuters only see it once or twice a week, it won’t be as effective if they see it 5 or 7 times a week), we took into account all the formats estimated impacts and split out placements accordingly. For example, given the limited amount of budget, ITV was best used in London only so frequency wouldn’t get diluted and to counterbalance we used YouTube across the whole UK with the exception of London, where ITV was running. The same thinking was used for all the planning. In sum, a balance between budget, reach, impacts and size of the audience as initially shared in Strategy.
In terms of VOD, we’ve opted for a blend of Program Select and Broad Age Group audiences. The reason for this was to balance relevancy (DR) and awareness (potential audience). For YouTube and Display, the same principle for VOD was used: a mix of highly relevant audiences, i.e. targeting X or Y supermarket customers tapping into third-party data providers, and broad audiences with somewhat relevant interests to, and again, maximise reach, awareness vs budget and objective.
Campaign Results
From our own analysis with Google Analytics, Surveying and Google Trends, the brand’s peaked interest and uplift was 40% higher than the previous year, 2021, and this level of awareness was not seen for the brand since 2017.
The client shared with us that for Q4 they’ve recorded a 35% increase in sales and Nielsen data shows the capture of market share and growth, in a shrinking category. Our client wrote us “We’ve closed 2022 with a +35% (mainly driven by Codorníu Vintage) while cava [market] has decreased a 5%, which is good news indeed.”
If we consider the budget and the competitiveness of the space, the ROI is outstanding.
