Echo Falls Perfect Night In Challenge YouTube Campaign
The Brief
Echo Falls needed to be considered a go-to choice, which, based on brand trackers, was something in decline. We knew that Echo Falls consumers spend a chunk of their time on social and YouTube, so we could utilise these channels to build affinity back. To do this well, we needed content that had longevity, and started in the home…where we know our Echo Falls consumers love a glass of plonk.
The Concept
POV-style content is on the rise. From Gogglebox, to Don’t Tell the Bride, our target consumer’s TV watching habits are eye-opening to the types of content they want to see. Real life, real relationships and real mis-haps. The glorified, overly polished wine marketing just isn’t going to cut it. In fact, it’s a bit of a turn off.
So, how do we inspire a prospective Echo Falls consumer into considering us, over other competitors, or even other categories, like gin? We need to build reassurance in the Echo Falls brand by placing it in real-life decision making moments…and always being the right choice. And this where the Perfect Night In Challenge comes to life.
We’ll recruit a mum/daughter, partner, friend(s) to design the perfect night in for the other. By prompting decisions such as movie choices, pizza toppings, we can make sure they always get something wrong... but not the wine!
But this doesn’t matter, because the relationships they have overcome any mistakes…and Echo Falls is always the wine they can rely on for their perfect night in.
The Execution
I conceptualised a video series designed named the ‘Echo Falls Perfect Night In Challenge’ which placed the brand into real-life decision-making moments… and was always the right choice! This reality TV-inspired format was filled with fun, authentic moments. To get the scale we wanted, we kick started the series with celebrity siblings Fleur and Keshia East.