MARKETING CHALLENGE
Kim Crawford Wines hired VIBRANT to provide festivalgoers at Coachella with a unique space to relax, unwind and leave their mark on the festival.
The space was designed to increase brand awareness of Kim Crawford Wines through the partnership with Coachella while showcasing four (4) main varieties. The partnership was selected to deliver significant trial sampling, build brand affinity and promote the Kim Crawford Amazingly You campaign.
Solution
VIBRANT dreamed up the “Wine Down Oasis” experience, where festivalgoers were greeted in the activation space with a “Hello, Gorgeous” compliment and invited to enjoy a moment that spoke to them personally. Centred on rejuvenation, the experience used photo moments and aromatherapy so visitors left feeling refreshed, recharged and festival-ready.
The space was split into four (4) areas representing each varietal: Prosecco, Sauvignon Blanc, Illuminate, and finally, Rosé. Each space had its own unique treatment, featuring key brand messages and interactive elements.
Results
The activation resulted in over $140,000 in retail sales, 8,000+ engagements and saw hundreds of thousands of impressions over the four (4) days of the festival.
The Dance in the Bubbles digital video moment was inspired by Prosecco and energized by refreshing the citrus scents of Sauvignon Blanc. The Glow in the Breeze digital photo moment drew inspiration from the Illuminate line and was complemented by relaxing French Rosé floral notes.
This space allowed festivalgoers to hit pause on the festival’s high energy, find a moment of Zen and leave an empowering mark on the living Amazingly You mural wall celebrating the Kim Crawford community.
