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Wonderworks Communications Ltd

Core disciplines: Brand Activation, Brand strategy, Integrated marketing

 

D E F I N E

Nederburg, South Africa’s most awarded wine brand was looking to gain foothold and raise brand awareness in the highly competitive UK wine market. 

 

 

C O N N E C T

Faced with strong competition from other well-established wine brands, our strategy was to step away from traditional wine clichés and to connect with our audience through shared values and passions.

The Nederburg #DoYourPart campaign was created with the mission to help mobilise communities in Africa with bicycles. This campaign is not just a communications piece: it is a movement for making a genuine difference in people’s lives.

 

 

D E L I G H T

The campaign was built across multiple touch points to engage both trade partners and UK wine consumers. 

We started by developing a UK fundraising platform to give everyone an opportunity to do their part and help mobilise communities in Africa with bicycles. This platform was then supported with a range of activities from a VR bike at trade shows, consumer and trade fundraising kits and a social media strategy.

From September thousands of neck collared Nederburg bottles will be hitting the shelves, giving consumers a chance to win a Cervelo road bike and support the cause with a 5p donation by simply purchasing a bottle of Nederburg. 

 

 

WOO-HOO!

During the three-year campaign we delivered successful activations in 17 markets around the world, from Russia to South Africa.

This all led up to the amazing adventure of the Global Storytelling Festival at Edinburgh Fringe in 2012. 

 

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