Tim Shelley
Associate Digital Director at Leo Burnett Melbourne
Melbourne, Australia
TítuloGoulburn Valley
Agencia
Campaña Goulburn Valley Food Tours
Anunciante Spc Ardmona
Marca GOULBURN VALLEY
Fecha de primera difusión/publicación
Sector Empresarial Telefonía móvil y buscapersonas
Sinopsis With imported foods flooding Australian shelves, consumers are mistrustful of the origins of produce. Fruit brand Goulburn Valley needed to prove to its customers that it brings them authentic, home grown fruit. Thanks to GPS coordinates of Goulburn Valley’s orchards on each pack, consumers could use their devices to visit the orchard in 360° right there at the shelf, or through online and social content. The unique platform also enabled them to take a tour of the wider region. Australians could now confirm the origins of their food by virtually visiting the place where it was grown.

Sinopsis (Lengua original) With so many imported foods flooding Australian shelves, Australian consumers are mistrustful of the true origins of their food. And with most consumers not knowing where Goulburn Valley fruit comes from, the brand needed to prove to consumers that its product is authentic, home grown fruit.Goulburn Valley Food Tours was a fully immersive tour experience that explicitly directed Australians to discover the true origins of their food. By putting the GPS coordinates of Goulburn Valley’s orchards on the front of each pack, consumers could use their device to visit the orchard in 360° right there at the shelf, or through a suite of online and social content. This unique platform then enabled them to take a tour of the wider region.In a category first, Australians are now able to see and trust the origins of their produce, by directly immersing themselves in it.
Filosofía We turned the fruit brand into a tourism brand, by creating Goulburn Valley Food ToursThe tours began on pack with an innovative, new labelling system that uses GPS coordinates to pinpoint the exact orchard the fruit came from. A search of the coordinates on any device transported users directly into a fully immersive experience, including 360 films within the actual orchards. Through the platform’s responsive interface, GPS coordinates mapped out the route as rich content guided users through lush orchards, attractions and introduced them to locals. After taking a virtual tour they could then select from real world trips, promoting tourism within the region. Goulburn Valley the brand has become a destination, and their new GPS labelling system has made every other FMCG brand accountable for where their food truly comes from.
Resultado By putting the GPS coordinates of Goulburn Valley’s orchards on the front of every single product, and creating an immersive experience that actually took consumers to the valley, we set out to do more than just reassure them. We wanted to empower them.
Medio Interactivo
Duración
Productora
Marketing Director
Marketing Manager
Category Marketing Manager
Brand Manager
CCO
Responsable de conceptos / redactor
Director artístico
Associate Digital Creative Director
Diseñador
Tv Producer
Director de producción
Productor digital
Productor digital
Camera Operators
Studio Manager
Retouching
Retouching
Retouching
Director
Producer
Fotógrafo
Stills Production
Content Producer
Content Producer
Content Director
Montador
Sound
Head Of Account Service
Account Director
Account Director
Account Executive
Social Media Account Manager
Digital Production Company
Film Production Company

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