St Hallett, one of the Barossa’s prized vineyards has put its Earthy wines in the spotlight exclusively using APN Outdoor’s outdoor inventory in its most recent campaign, via Cummins&Partners South Australia.
The multi format campaign, using a mix of Billboards, Elite Screens, static Cross Track and Transit, all with a slight twist, dramatises the Earthy character of the winery, bringing it to life in a high impact attention grabbing way, targeting those who fall into the brands key demographic but might not yet be aware of the products.
Jo van de Velde, media director, Cummins&Partners SA commented on the campaign: “We are always looking for innovative ways to use outdoor, and express the brand’s key messages in a fun and exciting way. St Hallett’s Earthy brand lent itself so well to the high impact formats offered by APN Outdoor, and it was a great opportunity to really bring the campaign to life with special builds and specially designed creative executions.”
The campaign creative depicts the brand’s “earthy roots” quite literally growing out of the billboard monopoles, across and from the roof of a tram and into the creative itself. The special build sites on major arterials targeted potential St Hallett consumers, and the campaign was also supported by Elite Screens, a Melbourne Supertram and cross track platform static sites.
Mark Fairhurst, general manager- sales, APN Outdoor commented on the executions: “It’s always great to see brands have fun with the assets themselves and think of clever ways this can play into the creative. We welcome great creative on our assets and when it’s carried out across multiple formats it’s even better.”