SUB CATEGORY :

INTEGRATED LOTUS

COMPANY ENTERING :

LEO BURNETT MELBOURNE, MELBOURNE

TITLE :

GOULBURN VALLEY FOOD TOURS

BRAND :

GOULBURN VALLEY

ADVERTISER :

SPC ARDMONA

AGENCY :

LEO BURNETT, MELBOURNE

CHIEF CREATIVE OFFICER :

JASON WILLIAMS

CREATIVE DIRECTOR :

TIM SHELLEY

COPYWRITER :

ALEX METSON

ART DIRECTOR :

BLAIR KIMBER

RETOUCHING :

PAUL CHARMAN/ADRIAN GAROFALO/JON CUCINOTTA

ACCOUNT DIRECTOR :

ELLA WARD

ACCOUNT MANAGER :

EMMA LAZAROU/KENNETH CHOW

ACCOUNT EXECUTIVE :

AMY MARTIN

PRODUCTION MANAGER :

KAELENE MORTON

AGENCY PRODUCER :

CINNAMON DARVALL

DIGITAL PRODUCER :

NICK BAUM

STUDIO MANAGER :

CHRIS MILES

FILM PRODUCTION COMPANY :

MADE FOR DIGITAL, AMSTERDAM

DIRECTOR :

PHILLIP FOUNTAIN

CAMERA OPERATORS :

FLYING DRAGON

FILM PRODUCER :

SEBASTIAN WULFF

PHOTOGRAPHER :

HEATHER DINAS

DIGITAL PRODUCTION COMPANY :

MEDIA MONKS

POST-PRODUCTION COMPANY :

MISS BOSSY BOOTS, MELBOURNE

CONTENT PRODUCER :

MARIA BOROWSKI/OLIVIA CHEUNG

CONTENT DIRECTOR & EDITOR :

MAX MILLER

SOUND PRODUCTION COMPANY :

GUSTO STUDIOS, SYDNEY

CAMPAIGN SUMMARY :

WE TURNED THE FRUIT BRAND INTO A TOURISM BRAND, BY CREATING GOULBURN VALLEY FOOD TOURS. THE TOURS BEGAN ON PACK WITH AN INNOVATIVE, NEW LABELLING SYSTEM THAT USES GPS COORDINATES TO PINPOINT THE EXACT ORCHARD THE FRUIT CAME FROM. A SEARCH OF THE COORDINATES ON ANY DEVICE TRANSPORTED USERS DIRECTLY INTO A FULLY IMMERSIVE EXPERIENCE, INCLUDING 360 FILMS WITHIN THE ACTUAL ORCHARDS. GOULBURN VALLEY FOOD TOURS WAS A FULLY IMMERSIVE TOUR EXPERIENCE, ACTIVATED DIRECTLY OFF GOULBURN VALLEY’S PACKS. THROUGH THE PLATFORM’S RESPONSIVE INTERFACE, GPS COORDINATES MAPPED OUT THE ROUTE AS RICH CONTENT GUIDED USERS THROUGH LUSH ORCHARDS, ATTRACTIONS AND INTRODUCED THEM TO LOCALS. AFTER TAKING A VIRTUAL TOUR USERS COULD THEN SELECT FROM REAL WORLD TRIPS; PROMOTING TOURISM ACROSS THE WIDER REGION. IN A CATEGORY FIRST, THE GOULBURN VALLEY FOOD TOUR PROMOTION IS ENABLING AUSTRALIANS TO TRUST THE ORIGINS OF THEIR PRODUCE, BY DIRECTLY IMMERSING THEMSELVES IN IT.

THE BRIEF :

THE FMCG CATEGORY IN AUSTRALIA IS GETTING MORE AND MORE CUT-THROAT FOR BRANDS TO NOT JUST THRIVE BUT SURVIVE. TWO SUPERMARKETS DOMINATE THE MARKET, AND DICTATE THE RULES OF ENGAGEMENT TO BRANDS FEATURED IN THESE STORES. WITH LIMITED SHELF SPACE, IT IS MORE IMPORTANT THAN EVER FOR A BRAND TO NOT ONLY STAND OUT, BUT TO ACTUALLY STAND FOR SOMETHING. ALSO, WITH SO MANY IMPORTED FOODS FLOODING AUSTRALIAN SHELVES, CONSUMERS ARE MISTRUSTFUL OF THE ORIGIN OF THEIR FOOD. OUR TASK WAS TO RE-LAUNCH THE BRAND AND PUSH ITS AUSTRALIAN GROWN AND HIGH QUALITY CREDENTIALS IN THIS VERY COMPETITIVE MARKET.

THE STRATEGY :

IN A COUNTRY FILLED WITH WARY AND MISTRUSTFUL SHOPPERS, WE NEEDED TO CREATE AN ENGAGING AND TRANSPARENT WAY FOR PEOPLE OF AUSTRALIA TO DISCOVER WHERE GOULBURN VALLEY’S PRODUCE REALLY COMES FROM. SO, TO PROVE ITS AUTHENTICITY, WE USED GOULBURN VALLEY’S MOST POWERFUL ASSET. IT’S ACTUAL LOCATION. A PLACE UNTIL NOW, MOST PEOPLE HAD NEVER HEARD OF. BY PUTTING THE GPS COORDINATES OF GOULBURN VALLEY’S ORCHARDS ON THE FRONT OF EVERY SINGLE PRODUCT, AND CREATING AN IMMERSIVE EXPERIENCE THAT ACTUALLY TOOK CONSUMERS TO THE VALLEY, WE SET OUT TO DO MORE THAN JUST REASSURE THEM. WE WANTED TO EMPOWER THEM.

THE EXECUTION :

LAUNCHING SIMULTANEOUSLY ACROSS PACK, TV, SOCIAL AND ONLINE, CONSUMERS WERE DRIVEN TO SEARCH THE GPS COORDINATES OR GO DIRECTLY TO THE WEBSITE TO BEGIN THEIR GOULBURN VALLEY FOOD TOUR. FROM ANYWHERE, CONSUMERS’ DEVICES BECAME A GATEWAY INTO THE BEAUTIFUL VALLEY. EACH PIECE OF CONTENT WAS LINKED TO A PRODUCT IN THE RANGE, REASSURING PEOPLE ABOUT THE NATURAL ORIGINS OF THE FRUIT. AFTER TAKING A VIRTUAL TOUR, USERS COULD THEN SELECT REAL WORLD TRIPS TO TAKE WITH FAMILY AND FRIENDS – PROMOTING BUSINESSES AND PRODUCERS FROM AROUND THE REGION. THE TOURS WERE AMPLIFIED THROUGH SOCIAL CHANNELS, INCLUDING FACEBOOK CANVASES THAT ALLOWED PEOPLE TO TOUR THE REGION FROM WITHIN THE SOCIAL PLATFORM. SOCIAL CONTENT CONTINUED TO PROFILE NOT ONLY GOULBURN VALLEY FRUIT, BUT THE ENTIRE VALLEY, HELPING DRIVE FURTHER AWARENESS ABOUT THE REGION. CONSUMERS ACROSS THE COUNTRY WERE CAPTIVATED AS THEY DISCOVERED THE BEAUTY OF GOULBURN VALLEY.

THE RESULT :

THE CAMPAIGN HAS PUT GOULBURN VALLEY FRUIT AND THE REGION BACK ON THE MAP. GOULBURN VALLEY THE BRAND HAS BECOME A DESTINATION, AND THEIR NEW GPS LABELLING SYSTEM HAS MADE EVERY OTHER FMCG BRAND ACCOUNTABLE FOR WHERE THEIR FOOD TRULY COMES FROM. BY CREATING AN ENTIRELY NEW WAY TO FOR CONSUMERS TO UNDERSTAND WHERE THEIR FOOD COMES FROM, GOULBURN VALLEY IS GIVING ALL AUSTRALIANS RENEWED CONFIDENCE AT THE SHELF. RESULTS BRAND ENGAGEMENT UP 783% SOCIAL REACH 5.2M TIME SPENT WITH BRAND 2.30MINS (UP 393%)