|Product / Service||LINDAUER SPARKLING WINE|
|Category||A02. Best Use of Magazines/Newspapers|
|Entrant||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Entrant Company||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Advertising Agency||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Jennie Liddell||Ddb Group New Zealand||Copywriter|
|Graham Bannister||Ddb Group New Zealand||Mac Operator|
|Maria Bjorkman||Ddb Group New Zealand||Account Manager|
|Angela Watson||Ddb Group New Zealand||Group Business Director|
|Julia Ferrier||Ddb Group New Zealand||Art Director|
|Andy Fackrell||Ddb Group New Zealand||Executive Creative Director|
“Girl’s Night Out” has helped Lindauer to regain its social cred and drive the reappraisal needed to return the business to growth. Specifically: - Following a period of sales decline, now seeing a 15% lift in the number of cases sold - Resulting in a 7% increase YOY in market share. - This growth has been driven by engaging a new generation of drinkers - Increased our volume share 18-30 year old drinkers by 71.8% - Who saw that Lindauer had transformed, with key brand measures shifted dramatically i.e. • A modern and contemporary brand - 56.5%+ • Feels liked it’s aimed at people like me - 55%+
TV and print launched the campaign, reminding the girls to put themselves first and get together with the girls. The final tie in the campaign was the proclamation of an annual National Girls Night Out, where all the women of New Zealand were encouraged to have a night out with their favourite ladies. To celebrate that night we hijacked the Sunday Star Times ‘About Town’ social pages, but staying true to our campaign, we only showed the boys left at home.
Men in New Zealand have on average three times as many night’s out as their girlfriends. We wanted to lift a curtain on this dirty little secret and get the girls to start putting themselves first. Welcoming in a new world for New Zealand woman, one where they would come first. We did this by celebrating the ‘The Girl’s Night Out’. Creating a campaign that turns the tables on the battle of the sexes; using a fundamental human truth about guys vs. girls by showing that as much as guys hate to admit it, they’re a little bit hopeless when their loved one leaves them to their own devices, even for just a night.