Cellarbrations the fail-safe Xmas gift in new campaign via Starcom
Australian bottle-shop chain Cellarbrations has launched a new national campaign in partnership with Nova, with a month-long sponsorship of the Kate, Tim & Joel drive show.
The festive campaign, created by Cellarbrations’ media agency Starcom, aims to intercept terrible Christmas gift purchases before they happen, based on the insight that more than half of the nation (53%) received an unwanted Christmas gift in 201 – amassing $574 million of wasted gifts.
By using humour to build positive brand associations with Christmas, Cellarbrations hopes to bring to life its proposition of recommending drinks as the gift to suit any occasion.
The radio partnership will see show hosts Tim Blackwell and Joel Creasey speak to the way Cellarbrations is intercepting bad Christmas gifts – referencing key shopping occasions, like office Christmas parties, Secret Santa gift exchanges, friend and family gatherings, and restocking ahead of New Year’s Eve.
The campaign will also include an on-street giveaway component, which will focus on busy shopping districts in every capital city, where the station’s street teams, the ‘Nova Casanovas’ will act as Cellarbrations helpers. The team will physically intercept people and distribute gift cards to help them make savvy Christmas gifting decisions at nearby Cellarbrations stores.
Australian Liquor Marketers (ALM) marketing manager, Bianca Hopkins, said: “We are excited to be partnering with Nova and Starcom to bring this campaign to life. Christmas is a huge key selling period for us, and we know our shoppers are extremely busy this time of year – so helping them make great Christmas gifting decisions for family and friends, while also having a bit of fun, is important to us. The holiday period is a time to celebrate.”
Starcom account director, Cassie Coyle, said: “Throughout the Christmas clutter, brands need to stand out in a way that is true to their values. Starcom are proud to work with Nova to bring our big idea of intercepting terrible Chrissy gifts to life – in a way that brings joy and gives Cellarbrations credibility as the retailer who can recommend the best drink for any occasion.”
Nova head of agency sales, Rhys Mugdan, said: “As the giver of several bad gifts over the years, we are thrilled to work closely with Starcom and ALM to lean into this human truth to create funny, entertaining and engaging content across the Nova eco-system: Nova’s Kate, Tim & Joel show, a Nova-first Podcast promotion and Casanova activations that will inspire consumers across the Nation to reconsider giving bad gifts and to choose Cellarbrations this Christmas.”
The campaign will run nationally until 24 December, and also rolls out across TV, BVOD, live crosses, podcast activations and social media.
Credits
Client (ALM):
Bianca Hopkins, Marketing Manager
Josh Gaudy, GM Marketing
Clare Addamiak, Senior Marketing Manager
Media Agency (Starcom):
Cassie Coyle, Account Director
Nancy Lan, National Managing Director
Jacqui Purcell, Client Services Director
Bailey Reed, Investment Manager
Angela Chai, Account Executive
Ashleigh Tucker, Account Manager
Media Partner (NOVA Entertainment):
Isabelle Evans – Agency Account Director
Elaine Graham Quirke – Group Sales Manager
Sandy Wooden – Client Implementation Executive
Rhys Mugdan – Head of Agency Sales, Sydney
Jacqueline Eves – Project Manager
Will Peters – Project Manager
Amelia Bowe – Senior Campaign Strategist
Creative Agency (DIG):
Andrew Grey, Group Account Director
Sarah Coppens, Account Director
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topics
Australian Liquor Marketers
Bianca Hopkins
Cassie Coyle
Cellarbrations
Nova
Publicis Groupe
Rhys Mugdan
Starcom
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