2009 PRO Awards: [yellow tail] Vinyl Bar

Agency: Jack Morton Worldwide
Client: Casella Wines

Casella Wines had booked a booth at a major Australian trade show for their [yellow tail] brand but was concerned about looking like every other booth. They wanted their brand to stand out, generate lots of traffic and be remembered long after the event was over.

They developed an idea for a bar lounge. The “vinyl” bar was a place where visitors could relax, escape from the hustle and bustle of the trade show, have a glass of wine and listen to a style of music — played on nostalgic vinyl discs — that fit their beverage.

For BUBBLES, they played pop; for Pinot Grigio, classical; and for semillon sauvignon blanc, disco. A wine for every taste, and a music genre for every wine. The target audience was women 20 and up with a tighter focus on 35- to 45-year-olds. To add to the fun and help track the attendees, a wine giveaway was held with entry forms printed on 7” vinyl.

The vinyl lounge captured the attention the brand desired. Staff interacted with more than 2,000 people. A total of 1,817 contest entry forms were collected and more than 800 people filled out feedback forms, with 68% saying they were very likely to recommend [yellow tail] as the result of their vinyl bar experience.