evm_september-2023 - 67

SPONSORED CONTENT
CASE STUDIES OF EXCELLENCE
CONTACT INFO
DAN SULLIVAN
DSULLIVAN@INSPIRAMARKETING.COM
203.856.0173
INSPIRAMARKETING.COM
CAMPAIGN: BARONE FINI " FLIGHT OF FINI "
CLIENT: DEUTSCH FAMILY WINE & SPIRITS -
BARONE FINI
AGENCY: INSPIRA MARKETING GROUP
For more than six centuries, the Bonmartini-Fini family has been
making wine in the Trentino-Alto Adige region of Northern Italy since
1497. Even so, awareness of Barone Fini wines was not competitive.
The Challenge
What is the most impressionable way to create an experience that
enhances brand recognition? This was especially important in the
context of the heavily-saturated wine market and the need for
boosted unaided awareness in both off-premise shelves and onpremise
menus.
Methodology
To ensure success, we used our proprietary EQxIQ methodology to
look at what drives motivation and brand preference (EQ - mindset
modeling, national field team panels, custom surveys, etc...) and
business intelligence (IQ - custom analytics, syndicated data,
performance and sales data, etc...) to develop our strategy.
EQ: Through custom Mindset Modeling, we identified a core
subset of target consumers who crave new opportunities and believe
that life is a collection of well-crafted experiences. Neuroscience also
revealed that a multi-sensory tasting experience forges an authentic
and lasting emotional connection. To deepen their appreciation of the
wine, this identified audience also appreciates learning directly from
experts, and meeting fellow enthusiasts adds to their immersion.
IQ: Syndicated research informed us of the importance of travel
to wine enthusiasts.
The Inspirational Insight
Engaging consumers with a multi-sensory experience of traveling to
the vineyards of Barone Fini will instill an unrivaled passion for the
brand.
The Concept
Inspired by Barone Fini's newest imagery displayed on their wine
labels (hot air balloons flying over a vineyard), our concept transported
consumers to the authentic vineyards of Northern Italy where Barone
Fini wine is produced. Inspira designed and produced a larger-than-life
custom inflatable attraction, featuring a hot air balloon and gondola
as the centerpiece of the activation, and showcased the activation at 6
hot air balloon festivals along the East Coast.
Our Rome-based production team shot drone footage of the
vineyard and produced a fully immersive 360-degree Virtual Reality
(VR) experience that was viewed by consumers wearing an Oculus
VR headset. In addition, narration and brand education in the VR
film was provided by Giovanni Bonmartini, a direct descendant of
the founding Bonmartini-Fini family.
Inspira Brand Ambassadors then brought the big idea further to
life by encouraging patrons to post a photo of themselves on social
media, while sitting on a Barone Fini branded vespa " over-looking "
the Italian Alps. After further educating consumers on Barone
Fini wine with a complimentary sample tasting, consumers were
seamlessly driven from sample to sale at the " Flight of Fini " wine
concession adjacent to the activation.
The Results
* Executed the Flight of Fini experience at 6 hot air balloon
festivals along the East Coast
* Gained exposure to 173,500+ attendees
* Delivered over 17,000+ Barone Fini samples, directly
influencing 4,655 additional glasses of wine to be purchased
* Conducted 915 surveys, reporting that on average 78% of
consumers were newly educated on the brand, plus displaying
a future purchase intent of 74% (above historical benchmarks
of 56%!).
eventmarketer.com
FALL 2023 EVENT MARKETER 67
https://www.INSPIRAMARKETING.COM http://www.eventmarketer.com
evm_september-2023

Table of Contents for the Digital Edition of evm_september-2023
