GraysOnline's new direction

GraysOnline's new direction
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GraysOnline has collaborated with The Ideas Hatchery and Production Café to take a new direction with its latest TVC, and contrast to its usual transaction sales-based ads.

The new ad features a wine shopper unsuccessfully negotiating with a checkout girl on a discount before transitioning to him bartering at home online, and dancing for joy at winning his bid.

 “We wanted to capture the excitement of bidding and winning an online auction and highlight the fact that quality wines can be purchased at GraysOnline at considerable savings off retail prices,” says GraysOnline digital marketing manager, Rie Kubo.

Simon Druery, creative director of The Ideas Hatchery said he wanted to capture the buzz felt when grabbing a bargain at auction. “Contrasting this excitement with a dull store environment helped create a more engaging and powerful story. It was a great team effort working with the crew at Production Caf√© producing the ad in around three weeks and within budget.”

The ad is currently airing in regional NSW and will be moving to metro FTA in August.

http://vimeo.com/louderthanwords1/review/69730745/c57381c69f

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