“There’s so much to discover!” For five years, media + more has been revolving the advertising activities of the wine-growing region of Bordeaux around this claim, with a customized and stringent media strategy, which turns the topic of “Discovery” into versatile and varied forms, resulting in a close and lively contact to the target group being established.
Print and digital media advertising
whet the appetite for the wine-growing region of Bordeaux, its wines and the lifestyle of this fantastic area in south-west France. Striking ads in general-interest magazines with a high affinity to the target groups, online banners and video clips on wine and food websites attracted great interest.
Target Group Events
make the Bordeaux wines a tangible experience. Tastings at culinary events in large metropolises such as Berlin, Hamburg, Dusseldorf and Munich are a total success. Advertised on posters and information screens and very well accepted by the young, mobile public in the large cities.
The creative +: The digital wine school
imparts even deeper knowledge about Bordeaux and offers even more inspiration for Bordeaux enjoyment and travel in the region, with a wide range of information attractively packaged. For this, the creative media idea of a digital wine school came from media + more together with the editorial staff of STERN magazine’s food section. Working with the Bordeaux Winegrowers’ Association, the “STERN Bordeaux Wine School” was an entertaining way to turn wine-lovers into Bordeaux connoisseurs – successful content marketing in pure culture.
The word play in the advertising comes from the Bavarian word “Kaas” meaning either cheese or nonsense. “This cheese/nonsense could come from me!” Using this slogan with its double meaning, the cheese manufacturers, GOLDSTEIG Käsereien Bayerwald GmbH, started a national campaign with the Bavarian cabaret artist and actress, Monika Gruber, as brand ambassador, developed by the Munich agency, Signalwerk. In her usual cheeky, funny Bavarian way, “Die Gruaberin” takes a closer look at a variety of GOLDSTEIG products, to repeatedly confirm that: “This cheese could come from me!”
For over 5 years, in which time several new products have been successfully launched, as Signalwerk’s partner, we have been responsible for GOLDSTEIG media budget and have developed a cross-media strategy for the new campaign, which puts GOLDSTEIG and its testimonial center stage with both high reach and impact.
TV Advertising
guarantees a fast and broad target group penetration with spots on RTL, SAT1, ZDF und VOX.
ensures, as an accompanying measure, for an image-driven presence in celebrity magazines such as Bunte, Gala and wherever the topic of pleasure is treated in a similarly humorous way as Monika Gruber in the new TV spots: in “Barbara”, the new Gruner + Jahr magazine for women from Barbara Schöneberger.
Online
extends the TV campaign on various video streams and on YouTube. What’s more, Monika Gruber, with her creative TV spots and as the celebrity endorser, is just made for being used on social media platforms such as Instagram and Facebook, where she now has over 400,000 fans. Meanwhile, the “Goldsteig Mozzarella” spot has been viewed here over 240,000 times.
