The Brief

Our brief was to create an experience highlighting the quality and credentials of Piper-Heidsieck Rose Sauvage, and create a sales driving promotion for Valentine's Day. During the Valentine’s Day period we needed to give permission to Australian men to buy their partners a bottle of Rose Sauvage Champagne- a pink drink. We needed to be able to reassure him that this would be seen as a romantic, manly gift that would be received by his partner with delight. Our strategy was to pursue the ‘perfect partner’- find local luxury providers who can advocate the credentials of the brand.

Describe how the promotion developed from concept to implementation

We secured Adriano Zumbo, an Australian patissiere and chef, known for his fairytale creations which are unique in technique, and the incorporation of ingredients. We developed video content pieces focused on Adriano’s pursuit for perfection in his craft, and his unique ability to design the exquisite tastes and explored how he uses his skills to blend his macaron seamlessly with the equally exquisite taste of Piper Rosé. In conversation with Ned Goodwin, brand ambassador for Piper Heidsieck. Webisodes were shared across: • Piper-Heidsieck Australia Facebook Page • Adriano Zumbo Facebook Page • Vintage Cellars YouTube Channel

Describe the success of the promotion with both client and consumer including some quantifiable results

Please refer to confidential information section

Explain why the method of promotion was most relevant to the product or service

Research revealed that the 225-year-old Champagne turned up entirely positive chatter, with 38% of those conversations revolving around the emotion of “love.” In fact, Piper-Heidsieck was associated with 13% more “love” conversations than anyone else. In 2013, for the fourteenth time, Maison PIPER-HEIDSIECK’s Cellar Master was crowned Sparkling Winemaker of the year by the International Wine Challenge. This promotion allowed us to explore this insight while increasing understanding of our heritage and quality credentials.