Agassi, The Confusion Between Science and Technology in the Standard Philosophies of Science
Case study agassi holds court ppt
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Transcript of Case study agassi holds court ppt
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AGASSI HOLDS COURT
CAMPAIGN: OPEN UPCLIENT: JACOB’S CREEKAGENCY: CUMMINSROSS
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BACKGROUND• Internationally iconic
Australian wine.• Number one wine branded
bottled wine in the Australian market (Aztec Reports, June 2012).
• Key challenge was to command a premium price position.
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OBJECTIVES
Centred on the ‘premiumisation’ of the brand, and to maximise their global tennis sponsorship portfolio as a vehicle to drive this.
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STRATEGY
• Communication focused on demonstrating value.
• The brand’s monetary value and the values it stands for are linked for the consumer.
• Contributed to changing the perception of the brand’s value.
• Worked in line with the brand’s existing creative executions and brand platform, ‘True Character’.
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EXECUTION• Andre Agassi was used as he embodies these values.• The word ‘open’ itself embodied tennis i.e. the Australian
Open, open up a bottle and open up to reveal your true character.
• Created the Open film series featuring Agassi opening up and Jacob’s Creek delivered this to the world.
• Major broadcasters integrated the film into their live telecast of the Australian Open.
• Qantas broadcasted on every domestic flight during the Australian Open.
• Distributed digitally and on the big screens in Rod Laver Arena and in Melbourne’s Olympic Park precinct.
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RESULTS• Broadcast into 75 million homes
across Asia.• Reached 27% of the Australian
population at least twice during the Australian Open.
• 1.9 million further opportunities to watch the series in-flight on Qantas.
• Andre Agassi was trending in the top 10 on Twitter ten minutes after the first film aired.
• Estimated $4.2 million of unpaid media was generated in three weeks.
• 18% sales value increase for Jacob’s Creek after only one month of activity
• 69% of sales value driven by its $10-plus range – successfully delivering on the premiumisation objectives.
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