enjoying wine,
getting to know
wine is much easier
than you think
to the improvement of the wine industry
YEAR
2019-2023
BRAND
OIVE
CLIENT
OIVE (Organización Interprofesional del Vino en España [Interprofessional Organisation of Wine in Spain])
CAPABILITIES
Market analysis
Marketing strategy
Training plan and content
Activation of consumer experiences
B.POINT
4 years ago, we were called to meet a challenge "to build an accessible and easy imaginary around the world of wine"
We had to work on a global activation plan that would have an impact on both the consumer and the hospitality industry. After almost 1,500 days (and a few difficult years in between) these are some of the things we have done:
B.REAL
I WANT TO TOAST TO MY BIRTHDAY – JUNE/OCTOBER 2020
Action developed in the hospitality industry at national level in order to help bars and restaurants as they emerge from the pandemic.
During lockdown, people were not able to celebrate their birthday, we encouraged them to celebrate in the bars.
For all those people who have not been able to celebrate their birthday as they were in lockdown due to the pandemic, we created this action through a web portal, where we raffled 3 private concerts with Rozalén and 1000 vouchers of €100 to be exchanged in any restaurant or bar in Spain, with the aim of promoting the consumption of wine.
WINE SCHOOL 2019/2023
2019 – 2023 Training aimed at supporting the hotel and catering industry, in online and face-to-face format with more than 15 different contents related to the world of wine.
2021 Opening of online consumer training with 15 different contents.
ESPACIO VINO [WINE AREA] 2022/2023
A month-long pop up where through the website, Fever and social media we bring different experiences to consumers.
Workshops, schools, concerts and monologues are just some of the experiences you can enjoy at Espacio Vino. The online training website @escuela vino and specific workshops for the local hospitality industry are launched.
"Concerts by Neva, Mi hermano y yo and Chloe's clue at the Espacio Vino pop-up.
From 1 to 3 June, wine and music come together in the programme of this pop-up with a session of acoustic concerts on the Ambar 7 terrace in Malaga"
B.SATISFY
I WANT TO TOAST TO MY BIRTHDAY
- 20.000 digital impressions, more than 5k registrations on the platform.
- €70,000 direct return in the hospitality industry.
ESCUELA DE VINO [WINE SCHOOL]
- 300 face-to-face trainings.
- 700 online trainings.
- 10,000 trainees’ evaluation of the training: 4.84 out of 5
ESPACIO VINO
- Concerts – monologues – Workshops – Tastings and Food and Wine Pairings
- 60,000 impressions in digital campaign.
"Binocular is the perfect partner, both strategically and tactically, demonstrating not only consumer insight but also knowledge of how the different channels work. This experience was crucial to develop the set of plans and actions that are yielding excellent results, bringing together in a single proposal our objectives, the interests of the channel and the consumer"
Marketing Director at OIVE
enjoying wine,
getting to know
wine is much
easier than
you think
contributing to the
improvement of the wine industry
YEAR
2019-2023
CLIENT
OIVE (Organización Interprofesional del Vino en España
[Interprofessional Organisation of Wine in Spain])
BRAND
OIVE
CAPABILITIES
Market analysis
Marketing strategy
Training plan and content
Activation of consumer experiences
B. POINT
4 years ago, we were called to meet a challenge "to build an accessible and easy imaginary around the world of wine"
We had to work on a global activation plan that would have an impact on both the consumer and the hospitality industry. After almost 1,500 days (and a few difficult years in between) these are some of the things we have done:
B. REAL
I WANT TO TOAST TO MY BIRTHDAY – JUNE/OCTOBER 2020
Action developed in the hospitality industry at national level in order to help bars and restaurants as they emerge from the pandemic.
During lockdown, people were not able to celebrate their birthday, we encouraged them to celebrate in the bars.
For all those people who have not been able to celebrate their birthday as they were in lockdown due to the pandemic, we created this action through a web portal, where we raffled 3 private concerts with Rozalén and 1000 vouchers of €100 to be exchanged in any restaurant or bar in Spain, with the aim of promoting the consumption of wine.
WINE SCHOOL 2019/2023
2019 – 2023 Training aimed at supporting the hotel and catering industry, in online and face-to-face format with more than 15 different contents related to the world of wine.
2021 Opening of online consumer training with 15 different contents.
ESPACIO VINO [WINE AREA] 2022/2023
A month-long pop up where through the website, Fever and social media we bring different experiences to consumers.
Workshops, schools, concerts and monologues are just some of the experiences you can enjoy at Espacio Vino. The online training website @escuela vino and specific workshops for the local hospitality industry are launched.
"Concerts by Neva, Mi hermano y yo and Chloe's clue at the Espacio Vino pop-up.
From 1 to 3 June, wine and music come together in the programme of this pop-up with a session of acoustic concerts on the Ambar 7 terrace in Malaga"
B. SATISFY
I WANT TO TOAST TO MY BIRTHDAY
- 20.000 digital impressions, more than 5k registrations on the platform.
- €70,000 direct return in the hospitality industry.
ESCUELA DE VINO [WINE SCHOOL]
- 300 face-to-face trainings.
- 700 online trainings.
- 10,000 trainees’ evaluation of the training: 4.84 out of 5
ESPACIO VINO
- Concerts – monologues – Workshops – Tastings and Food and Wine Pairings
- 60,000 impressions in digital campaign.
Marketing Director at OIVE