Before a wine lover cracks open a new bottle of wine, they may pause. There is a moment of reflection, bordering on reverence, filled with anticipation for what is to come.
A little over the top? Perhaps. Still, the key insight that opening a bottle is always an enjoyable moment inspired Banfield-Seguin and our client Canada Post to create a “message in a bottle” direct mail campaign to promote the company’s revamped wine shipping services. And so far the results have been nothing short of sparkling!
Now more than ever, the Canadian wine industry is experiencing increasing recognition and success around the world. In the summer of 2012, federal legislation preventing inter-provincial wine shipments was lifted, with provinces maintaining the authority to set limits on personal importation. Canada Post saw this as a key opportunity to connect with wineries, specialty wine stores and wine-related associations across the country.
The objective of the campaign was to raise awareness of the benefits of Canada Post’s wine shipping solution and generate sales leads. Canada Post’s unique end-to-end solution features the nation’s largest business to consumer distribution network, a suite of advanced marketing tools and a new Deliver to Post Office service — offering unparalleled reach and convenience to help wineries grow their business.
With these key differentiators identified, Banfield-Seguin went to work developing attention-grabbing creative that would spark our audiences’ curiosity, and, of course, deliver on all objectives. The result was our “message in a bottle” concept.
Each of the targeted businesses received a wooden box debossed with the simple message: “Open up new opportunities”. Inside the box, recipients discovered a Canada Post-branded wine bottle in which we had inserted a one-page fact sheet, in the form of a scroll. The fact sheet highlighted key features of the Winery Solution, a campaign URL for more information and a call to action to contact a Canada Post representative.
As further sales support, we also designed a Canada Post-branded package of water crackers, to be delivered in person by a sales representative. Because crackers are used during wine tastings to cleanse the palate, the idea was to offer potential customers a “shipping palate cleanser” to prime them for a brand new shipping option. The packaging was carefully designed to have them stop and think about this new offer and fully appreciate its business benefits.
And mission accomplished! Results from the first phase of the wine shipping solution campaign have exceeded client expectations, with breakthroughs made even with previously unresponsive wineries and associations. Canada Post is also very pleased with the positive feedback received from key industry players and via social media.
We want to thank Canada Post for the opportunity to fully leverage the potential of direct mail, and for their involvement and enthusiasm throughout the campaign’s development and execution.