GOULBURN VALLEY FOOD TOURS

Short List
TitleGOULBURN VALLEY FOOD TOURS
ClientSPC ARDMONA
Product / ServiceGOULBURN VALLEY
CategoryC01. Integrated Mobile Campaign
EntrantMEDIAMONKS Amsterdam, THE NETHERLANDS
Idea Creation LEO BURNETT MELBOURNE, AUSTRALIA
Production MEDIAMONKS Amsterdam, THE NETHERLANDS
Production 2 GUSTO MUSIC Melbourne, AUSTRALIA

The Campaign

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. 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 they could then select from real world trips, promoting tourism within the region. 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.

Creative Execution

Launching simultaneously across pack, TV, social and online, consumers were driven to search the coordinates on the new labels or go directly to the website to begin their Goulburn Valley Food Tour. 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 – featuring attractions, restaurants, accommodations 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. Regular 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 Australians everywhere, discovered the beauty of Goulburn

The campaign has put Goulburn Valley Fruit and the region back on the map. By creating an entirely new way to understand where their food has come from, Goulburn Valley is giving Australians renewed confidence at the shelf. BRAND ENGAGEMENT UP 600% BRAND SENTIMENT UP 600% TIME SPENT WITH BRAND UP 393% to 2.30mins

In a country filled with wary and mistrustful shoppers, we needed to create an engaging and transparent way for people 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.

Credits

Name Company Position
Matt Bamford SPC Ardmona Marketing Director
Anand Surujpal SPC Ardmona Marketing Manager
Mark Malak SPC Ardmona Category Marketing Manager
Gillian Kapurubandara SPC Ardmona Senior Brand Manager
Jason Williams LEO BURNETT AUSTRALIA CCO
Alex Metson LEO BURNETT AUSTRALIA Senior Copywriter
Blair Kimber LEO BURNETT AUSTRALIA Senior Art Directo
Tim Shelley LEO BURNETT AUSTRALIA Associate Digital Creative Director
Matt Porch LEO BURNETT AUSTRALIA Designer
Cinnamon Duvall LEO BURNETT AUSTRALIA TV Producer
Kaelene Morton LEO BURNETT AUSTRALIA Production Manager
Nick Baum, Beth Nokes LEO BURNETT AUSTRALIA Digital Producer
Flying Dragon Flying Dragon Camera Operators
Chris Miles LEO BURNETT AUSTRALIA Studio Manager
Paul Charman, Adrian Garofalo, Jon Cucinotta LEO BURNETT AUSTRALIA Retouching
Phillip Fountain MADE.FOR.DIGITAL Director
Sebastian Wulff MADE.FOR.DIGITAL Producer
Heather Dinas Heather Dinas Photographer
Miss Bossy Boots Miss Bossy Boots Stills Production
Maria Borowski LEO BURNETT AUSTRALIA Content Producer
Olivia Cheung LEO BURNETT AUSTRALIA Content Producer
Max Miller LEO BURNETT AUSTRALIA Content Director & Editor
Gusto Studios Gusto Studios Sound
Ella Ward LEO BURNETT AUSTRALIA Head of Account Service
Emma Lazarou LEO BURNETT AUSTRALIA Account Director
Kenneth Chow LEO BURNETT AUSTRALIA Account Director
Amy Martin LEO BURNETT AUSTRALIA Account Executive
Ella Yarnton LEO BURNETT AUSTRALIA Social Media Account Manager
MediaMonks MediaMonks Digital Production Company
MADE.FOR.DIGITAL MADE.FOR.DIGITAL Film Production Company
Links
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