For Immediate Release Sydney, February 4 2016
Today Mighty Media Group will launch the #HardysHero activation and unveil the HardysHero Sweepstakes at the HEINEMANN Tax & Duty Free store airside at Sydney International Airport. Mighty Media Group will unveil an exciting new omnichannel digital campaign for client Accolade Wines, and targeting at the traveling wine consumer.
To kick off the campaign, Ms. Alix Hardy, the 6th generation of the Hardys wine dynasty will host an intimate tasting event with key digital media influencers and stakeholders to launch the interactive digital initiative Hardys Hero with a “cape optional” dress code!
An activation to leverage online engagement pre-travel and the path to purchase, the consumer experience platform has been designed exclusively for the travel retail consumer segment. Launching in store with a tasting bar and presence, the #HardysHero Sweepstakes starts on the 1st February running through to 31st March 2016 to complement a category stage in HEINEMANN Tax & Duty Free, and includes active daily sampling, and the steady flow of travellers over the Golden Migration and Chinese New Year period.
Reaching the full potential of the mobile and connected consumer. Deployed in English and Mandarin, the campaign celebrates the narrative of the Hardys brand story and creates a dynamic customer experience platform aligned with the Aspire Higher ATL campaign and the act of travel.
The campaign goal is to drive recognition of Hardys iconic premium wines and educate connected consumers about The Journey – Hardys travel retail exclusive Shiraz and Cabernet Sauvignon wines and to increase online engagement with the brand through quality travel-related prizes and in-store offers.
Rupert Firbank, Accolade Wines Commercial Director comments, “When Heinemann first opened its Sydney store last year, listing some of Hardys rarer and more premium wines, we wanted to bring these to a wider audience. Recognising the ever increasing use of digital media, we felt a digital campaign that would complement in-store features and have a wider reach than just the airport was clearly the best way. Working with both Heinemann and Sydney Airport we hope to have brought a truly integrated campaign to life that benefits all three stakeholders.”
Advertised online, the cross-channel campaign encourages people to engage in a quiz microsite, http://www.hardyshero.com prior to travelling to determine which Hardys Wine best suits their personality, life stage and wine preference. Asked to choose 5 images that best define his/her personality, an algorithm based on data points renders a recommendation and encourages players to trade up and try something new. Naturally, all the recommended wines are available in Heinemann Sydney. The web visitor is then prompted to accept an invitation to taste Hardys wines at Sydney Airport through the mobile wallet on both IOs and Android devices.. Leveraging IoT (Internet of Things) physical web technology deployed by Mighty Media Group, the web visitor receives a notification to their device as they come in range of the category stage delivered through Ibeacons strategically placed throughout the HEINEMANN Tax & Duty Free store.
Once the consumer has purchased a Hardys product, they have the chance to be entered into the HardysHero Sweepstakes – either through scanning a QR code or following an entry URL – that gives them the opportunity to win from a pool of 730 fantastic prizes. The prizes include: a luxury weekend for two to McLaren Vale with domestic flights, accommodation, meals, wine-tasting at Tintara Winery and a helicopter ride, a revolutionary app-controlled Bluesmart cabin size suitcase and limited edition Hardys / SYD luggage tags from BagTag Design.
Additional online activities include an INSTAGRAM photo competition, where travellers are encouraged to follow the HardysHero Instagram account and take a selfie of their raised glass with the “#HardysHero. salute”.
The most liked images each week will win a limited edition Hardys SYD luggage tag or a Bluesmart suitcase. Deployed in both English and Mandarin to maximise reach, digital advertisements will be deployed on WeChat, Weibo, Baidu, YouTube, Facebook, Twitter, and Instagram.
“This is our first ever digital campaign aimed solely at travellers, so this is a very important time for the company. We would like to thank both HEINEMANN Tax & Duty Free and Sydney Airport for getting behind the campaign and for contributing to the feature, advertising and execution in store,” adds Firbank.