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Virtual Sommelier Reservado

Reservado Concha Y Toro

Sallero

Creative Head & Copywriter -

Tarcísio Júnior (Tatá)

Copywriter - Hipólito Paixão
Art Director - Wabner Augusto

e Derso Duarte

Motion - Fernanda de Biaggi

 

WE HARMONIZE FACILITY AND TECHNOLOGY

TO TRANSFORM THE WAY PEOPLE CHOOSE WINE

CHALLENGE

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After Marquês de Casa Concha changed the way to choose wine, it was the turn of the entrance label of the award winning Concha y Toro winery, to demystify the world of wine for young people who aren't yet lovers.

 

Millennials (18 to 35 years old) are the generation with the lowest penetration in the wine category (Nielsen). A survey by Project Genome Home & Habits showed that the category's characteristics intimidate and confuse non-consumers and newly engaged, especially the younger ones.


99% of Reservado Wine’s sales are self-service. Young people are also uncomfortable when approached by salespeople in stores (57%) (MindMiners).

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SOLUTION - CHATBOT | UX / UI | POS

 

In order to rejuvenate the image of the category, make the brand closer to the Millennials and increase sales at the POS, we created the first multiplatform wine content solution for Reservado Concha Y Toro.

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Based on the main doubts of beginners in the wine category, “Renato” was developed, the Virtual Sommelier’s persona, which brings more than 500 possibilities for answers about harmonization and doubts regarding wine consumption. Always with a young and good-humored language.

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IMPLEMENTATION

 

10 supermarket shelves Tip Totems with touch screen and 10 tablets were installed in selected POS. At those stations, it was possible to interact with the Virtual Sommelier in two ways:

 

• Direct interaction on the totem screen

   With structured navigation, from the same database.

 

• Mobile Sync

   A solution aligned to the millennial public (mobile-first).

 

Simply entering a code displayed on the screen to synchronize

the phone with the supermarket shelf, people could chat with

the Virtual Sommelier from Facebook Messenger.

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VIDEO TO ATTRACT MILLENNIALS AT THE POS

RESULTS

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TOTENS

  • More than 12.500 interactions.

  • 13% of synchronizations with Messenger, 75% by Millennials.

  • 17% of buyers who were in the wine aisle during the period.

  • Zero investment in trade marketing: supermarket shelf space given in light of the successful launch of “Renato” at the APAS fair.

  • Store sales increased by 78% over the previous month and 27% over the previous year.

 

WEB / FACEBOOK MESSENGER

  • More than 39,000 messages received and sent.

 

DIGITAL MEDIA

  • 11.191.065 impressions.

  • 15.034 clicks in the campaign.

  • 4.528 visits on the landing page.

 

  • 68% of interactions with the campaign.

  • 18-24 year olds.

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AWARDS

Won 7 national and international awards

 

2018 - MAA Globes Award

Categories:

• Silver in the category - Best B2B or Trade Marketing campaign;

• Gold in the category - Best Mobile Marketing campaign;

• Highlight of Excellence in Campaign with Reduced Budget.

 

2018 - AMPRO GLOBES AWARDS 2018

Categories:

• Best POS Promotional Action in the Regional State of São Paulo.

• Best POS Promotional Action in the National Stage.

  

2017 - FIP 2017

Categories:

• Integrated Marketing Communication category.

• Category Interactive Applications for Trade Marketing.

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