| Title | THE RECONCILIATION WINE |
| Brand | PENNY |
| Product/Service | RECONCILIATION WINE |
| Category |
B01. Mailing |
|
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Production
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Additional Company
|
HASTINGS AUDIO NETWORK Hamburg, GERMANY
|
Credits
| Alexander Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
| Matthias Harbeck |
SERVICEPLAN GERMANY |
Creative Managing Partner Germany |
| Christoph Everke |
SERVICEPLAN GERMANY |
Executive Creative Director |
| Fabian Kleinmann |
SERVICEPLAN GERMANY |
Management Supervisor |
| Frederike Enk |
SERVICEPLAN GERMANY |
Account Manager |
| Moritz Dornig |
SERVICEPLAN GERMANY |
Creative Director |
| Matthias Schuster |
SERVICEPLAN GERMANY |
Senior Art Director |
| Korbinian Schmidt |
SERVICEPLAN GERMANY |
Senior Copywriter |
| Silvia Kirchknopf |
SERVICEPLAN GERMANY |
Senior Art Director |
| Marie Sophie Legat |
SERVICEPLAN GERMANY |
Senior Art Director |
| Henrik Pfeiffer |
SERVICEPLAN GERMANY |
Senior Copywirter |
| Laura Giauque |
SERVICEPLAN GERMANY |
Junior Copywriter |
| Melissa Meyer |
SERVICEPLAN GERMANY |
Junior Art Director |
| Neville Pinsker |
SERVICEPLAN GERMANY |
Junior Art Director |
| Nedim Aktas |
SERVICEPLAN GERMANY |
Junior Copywriter |
| Elena Sorokova |
SERVICEPLAN GERMANY |
Art Assistant |
| Robert Kaminski |
SERVICEPLAN GERMANY |
Head of Print Media |
| Jonas Menze |
SERVICEPLAN GERMANY |
Junior Art Director |
| Linda Fallscheer |
SERVICEPLAN GERMANY |
Digital Creative |
| Alexander Nagel |
SERVICEPLAN GERMANY |
Executive Creative Director |
Why is this work relevant for Direct?
We created a mailing that made people enter into dialogue not only with us, but above all with each other: The PENNY Reconciliation Wine – the first wine that could only be opened together. Especially at Christmas there is not only joy and harmony in the world. According to statistics, almost half of all Germans argue during the Christmas holidays. PENNY decided to address those conflicts, because its brand focus is on closeness and community. Our wine not only encouraged estranged people to get back into contact with each other but really supported them to take action.
Background
Many Christmas campaigns are centered on happy and carefree topics. But Christmas is also a stressful time with increased personal conflict. Especially during this time, people argue more than during the rest of the year. PENNY’s goal was to promote community and reconciliation for Christmas 2017.
Describe the creative idea
We created a product that allowed people to enter into dialogue not only with us, but above all with each other: The PENNY Reconciliation Wine – the first wine that could only be opened together. A huge multi-channel campaign asked people to take a step towards each other. The secured bottle was sent to the other party of the dispute, who only could open it when meeting the sender – and work things out over a glass of red wine.
Describe the strategy
According to statistics, almost half of all Germans argue during the Christmas holidays. Our strategy was not only to make a campaign that encourages people to reconcile. Far more than that we created a genuine help to bring people back together: The PENNY Reconciliation Wine – the first wine that could only be opened together. A large multi-channel campaign called on people to make time for each other. In an online film, out-of-home posters and social media we drew attention to our reconciliation campaign.
Describe the execution
One could apply on our website for this special wine and received the pre-franked package with a code and the specially-sealed wine. The 4,500 people who were chosen kept the codes that could open the combination lock on the bottleneck and sent the parcel with the wine to the opponent. Whether from a family member, a former friend or a neighbor: 4500 people unsuspectedly received a bottle of wine by mail. However, the wine could only be opened with the help of the code. This way, the PENNY Reconciliation Wine provided a real help to settle thousands of disputes.
List the results
PENNY not only wants to be a local supplier, but also promote closeness and community. The idea truly reflected these brand core values. The campaign reached thousands of estranged people and made them get back into contact with each other. More than 10,000 people applied for the Reconciliation Wine. Within one week all 4500 bottles were sent out, helping 9000 people take time for each other again. We were pleased with many magnificent reactions and reconciliation pictures. Christmas 2017, we showed that our brand really has the power to close gaps between people – and on top of everything we achieved all of this with one of our own products.