October 6, 2016 – Cannes, France. Mighty Media Group’s client Accolade Wines Wins Technology Innovator of the Year for #HardysHero Campaign
At the Frontier Awards 2016, the Oscar-like night for travel retail and duty-free brands, retailers and airports, Accolade Wines took the top honor for Technology Innovator of the Year for the HardysHero campaign created by Mighty Media Group at the Palm Beach Casino in Cannes as part of the annual TFWA Tax-Free World Association’s exhibition and trade fair.
Accolade Wines #HardysHero entry was shortlisted to the Travel Innovator of the Year amongst finalists Hi Duty Free, Lagardère Travel Retail for the ACE robot at Aelia Duty Free in Auckland Airport, Mondelez’s World travel retail social media marketing strategy, and Nestlé International Travel Retail’s entry of Cailler virtual reality activation at Zurich Airport/Dufry. The criteria for judging was based on innovation and originality, creative concept and execution, business acumen, commercial results, perceived effectiveness in marketing and sales objectives and relatability to target audiences and the general public.
HardysHero was an omnichannel campaign developed in English and Chinese and deployed at Sydney Airport at the Heinemann Tax & Duty Free store. The idea was to celebrate the legacy of the six generations of the Hardys and their incredible contribution to Australian winemaking, exporting and travel and make the brand relatable to luxury travellers as part of a global brand premiumisation.
The activation took place across Facebook, Instagram, YouTube, Twitter, and on a purpose-built game mobile friendly microsite. The analogue events around the launch included an exclusive wine-tasting event for wine and travel influencers in Sydney with Alix Hardy, the 6th generation of the Hardys wine dynasty for stakeholders. The technology activation integrated into a mobile landing page, and the prompt to download a mobile wallet pass connected to ibeacons strategically placed at the entrance to the Heinemann store after Customs at Sydney Airport. The pass – an invitation to experience Hardys Fine Wines at their category stand in the Heinemann airside store was deployed and activated using lithium powered Onyx beacons.
Consumers were encouraged to visit the sampling booth, taste and buy the product to qualify to be eligible to win a trip for two to the birthplace of Hardys Wines, Adelaide, South Australia. Other tiered prizes included Bluesmart cabin baggage, and custom made #HardysHero luggage tags created by BagTag Designs in Paris.
The campaign delivered a 471% sales increase, increased brand signal, and delivered on trade goals with increased product positioning at Heinemann Tax & Duty Free at Sydney Airport.
“We’re delighted that our client and our work received international recognition and are grateful to Frontier Magazine and all the judges of the Frontier Awards, Sydney Airport and the Heinemann team whose energy made this project possible. We’re proud to be the Technology Innovators of the Year 2016.” – Stephenie Rodriguez