South Australia has so much on offer for visitors but it’s not top of mind for Aussies looking to book a holiday. We needed to shift pre-conceptions and inject a sense of passion through a “show” not “tell” brand experience and media-led stunt.
We landed on a key point of difference: Every state has world-class wineries, but South Australia’s are closer to the city than any other. We then tapped into a typical Sydney city worker’s journey home and created Australia’s first dedicated ‘Wine and Cheese Tasting Commute’.
Transforming two vans into immersive South Australian experiences, we wrapped the exteriors with stunning landscapes and put huge 3D grapes and cheese on the roof. We also partnered with SA wineries and producers to stock the vehicles with local goods.
- 37 unique pieces of coverage
- 5,800,000 cumulative reach
- 50 commuters hosted during afternoon peak hour (3pm-7pm)
Havas Blvd service mix:
brand experience+ video production + photography