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Stoneleigh Wonder of Nature: Suspended Garden

2015 July 27
Copper was invited to produce the experiential component of the Stoneleigh Wonder of Nature campaign, led by Ogilvy. Our brief was to engage consumers and increase consideration and preference by driving trial and leveraging the brand’s affinity with nature. The ‘Wonder of Nature’ was a 10-day multi-sensory event on Auckland’s waterfront. It offered the target demographic a sanctuary to escape their busy daily lives and enjoy the portfolio of Stoneleigh wines, in an environment inherently linked to the brand’s heritage. Evolving the original concept from a pop-up bar, the ‘Wonder of Nature’ grew to become a richer experience, where guests could attend a strategically curated program of events celebrating nature. These ranged from terrarium demonstrations to insightful talks by New Zealand’s leading landscape architects. As part of the wider above-the-line campaign, consumers were invited to download an app and take an image of nature to be in to win an all-expenses-paid trip to the vineyard. At the event we aggregated the Facebook feed and presented the images within bespoke frames, driving conversation and encouraging further social reach

 

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