CASE STUDY
AGASSI x
JACOB’S CREEK
BRANDED CONTENT
CAMPAIGN
Open Up
CLIENT
Jacob’s Creek
AGENCY
CumminsRoss
BACKGROUND
Jacob’s Creek is an
internationally iconic Australian
wine and is the number-one
branded bottled wine in the
Au...
OBJECTIVES
The objectives centred on the
‘premiumisation’ of the brand
and to maximise Jacob’s Creek’s
global tennis spons...
STRATEGY
Communication was focused on
demonstrating value, and not
just the brand’s monetary value,
but also the values it...
EXECUTION
Embodying the brand values is
individual that embodied these
values, a tennis superstar that
struggled to find h...
RESULTS
Films were broadcast into 75
million homes across Asia and
reached 27% of the Australian
population at least twice...
NEWS, VIEWS 

AND RESOURCES

EMAILED DAILY
THIS CASE STUDY IN FULL 

(INCLUDES VIDEO)
Marketing TO YOUR
DOOR 6 TIMES A YEA...
Case study: Agassi and Jacob's Creek Branded Content Interview Series
Case study: Agassi and Jacob's Creek Branded Content Interview Series
Case study: Agassi and Jacob's Creek Branded Content Interview Series
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Case study: Agassi and Jacob's Creek Branded Content Interview Series

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Case study: Agassi and Jacob's Creek Branded Content Interview Series
Campaign: Open Up
Client: Jacob's Creek
Agency: CumminsRoss

Published in: Marketing, Business, Spiritual
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Case study: Agassi and Jacob's Creek Branded Content Interview Series

  1. 1. CASE STUDY AGASSI x JACOB’S CREEK BRANDED CONTENT
  2. 2. CAMPAIGN Open Up CLIENT Jacob’s Creek AGENCY CumminsRoss
  3. 3. BACKGROUND Jacob’s Creek is an internationally iconic Australian wine and is the number-one branded bottled wine in the Australian market. However, one of its key challenges was to command a premium price position due to higher volume sales of its sub- $10 lines versus its $10-plus ranges. Full case study at: marketingmag.com.au/case-studies
  4. 4. OBJECTIVES The objectives centred on the ‘premiumisation’ of the brand and to maximise Jacob’s Creek’s global tennis sponsorship portfolio as a vehicle to drive this objective. Full case study at: marketingmag.com.au/case-studies
  5. 5. STRATEGY Communication was focused on demonstrating value, and not just the brand’s monetary value, but also the values it stands for as both are intrinsically linked in the mind of the consumer. It was important to work in line with the brand’s existing creative executions and brand platform, ‘True Character’, meaning someone that stays true to their beliefs and is honest and genuine. Full case study at: marketingmag.com.au/case-studies
  6. 6. EXECUTION Embodying the brand values is individual that embodied these values, a tennis superstar that struggled to find his true character: Andre Agassi. The Open film series featured Agassi opening up. The films’ unprecedented quality saw major broadcasters acquire them for integration into their live telecast of the Australian Open. Full case study at: marketingmag.com.au/case-studies
  7. 7. RESULTS Films were broadcast into 75 million homes across Asia and reached 27% of the Australian population at least twice. In just three weeks, an estimated $4.2 million of unpaid media was generated. Jacob’s Creek enjoyed a 18% sales value increase year on year after one month of activity with 69% of this increase driven by its $10-plus range. Full case study at: marketingmag.com.au/case-studies
  8. 8. NEWS, VIEWS 
 AND RESOURCES
 EMAILED DAILY THIS CASE STUDY IN FULL 
 (INCLUDES VIDEO) Marketing TO YOUR DOOR 6 TIMES A YEAR Want more? www.marketingmag.com.au

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