3. OBJECTIVES
Centred on the ‘premiumisation’ of the
brand, and to maximise their global
tennis sponsorship portfolio as a
vehicle to drive this.
4. 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’.
5. 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.
6. 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 unpaid media was generated in three
Estimated $4.2 million of
minutes after the first film
weeks.
aired.
• 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.
7. READ THE FULL CASE
STUDY
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