Accolade Wines
Cheers to Graffiti & Greatness
Transforming the Leake Street tunnels into an immersive brand & trade experience in a brave new iteration of Accolade's annual event.
300+ V.I.P Guests
100+ pieces
of individually designed print
Play film
The Brief
To build on the success of previous years and take the House of Accolade to a new and exciting venue. The strategic aims altered slightly, with less focus on purely brand-led content, and more on bringing to life the shopper funnel, data & insights, and channel specific plans for each customer in an engaging manner.
The Creative Process
Working with the striking venue in the graffiti tunnels under Waterloo, we had a brilliant new canvas to bring the event to life - a world away from traditional wine events! The customer journey was broken down into four distinct zones: Brand, Shopper, On-Trade, and Innovations - helping to bring to life the shopper funnel of Awareness, Consideration, and Conversion.
In order to allow each of these areas to feel connected to each other a theme of ‘real world’ was selected.
"Fantastic location, event and a top drawer execution as well! Well done team!"
Derek Nicol, Managing Director Europe at Accolade Wines
Brand Zone
For the Brand Zone we recreated a spin on the high street, with touches of the familiar such as 6-sheets and shop fronts. With an overwhelming amount of print and screen content, we wanted this to be our Times Square style welcome and leave a lasting impression with customers. There were added twists per brand that brought each of their distinct identities to life, whilst communicating their ATL plans for the next 18 months.
Shopper Zone
Again, touches of reality were present, with shopping trollies, baskets and mocked up fixtures demonstrating best practice based on trials. This area was dominated by research, each element of POS featured the data to support its use in store, depending on a brand / retailer’s requirements. Customers were also taken through the BTL plans and bespoke versions suited to their specific needs.
On-Trade Zone
Working with the pre-existing bar in the venue we created a range of mocked up on-trade venues across different tiers. From high street chain pubs to cocktail bars - each was brought to life with bespoke menus to demonstrate how brands activate in venue. Also, a key part of the strategy was to demonstrate the support for venue staff. As such, a mock staffroom was built to demonstrate the resources and support available to help convert staff into brand ambassadors.
Innovation Zone
How best to bring the top-secret product innovations for the wine category to life? With a secure art gallery / museum style exhibit! Each new product concept was placed into a dramatically lit plinth with accompanying information plaques.
Winemaker's Area
At the end of the journey, guests were able to sample the wines they have been introduced to at our tasting bar. Whilst the global head of winemaking led masterclasses on the premium Accolade Wines’ products in the exclusive Winemaker’s Area.
