Jam Shed
Augmented Reality, 'Spin to Win'
A unique, strategic shopper campaign using cutting-edge technology to reward loyal brand fans and create stand out in the busy wine category.
Over 25,000 prizes to be won
from TVs to money-off coupons
200,000+ entries
in the first two months
The Challenge
Jam Shed is a brand that disrupts the wine category with jam good wines. Promising a fresh and simpler approach to wine, along with a shed load of fun. The perfect brand to bring some colour and life to the saturated wine aisle.
Grand Central was briefed to create and activate a strategic shopper campaign that would reward loyal brand fans (the aptly named 'Shedheads'), drive consumer engagement, and recruit new consumers to the category.
The Solution
With previous consumer promotions having secured huge engagement levels it was imperative to have a strategy that would go bigger and better. As such, the prize pool was designed to maximise the volume and reward as many consumers as possible.
The existing brand visual identity and messaging were built upon to create impactful key visuals for the promotion featuring attention grabbing headlines. Visibility on shelf was driven by promotional bottles featuring brightly foiled neck flags to highlight the promotion and encourage consumers to scan the QR code. A key visual and POS toolkit was created to allow artworks to be produced for retailers.
Augmented Reality 'Spin to Win'
To elevate the consumer experience, an augmented reality 'Spin to Win' wheel was used, which utilised camera tracking to display the prize wheel in the real world.
This innovative use of technology was coupled with an exciting 'Stick or Twist' additional mechanic. Those lucky enough to win were offered the chance to risk their prize and spin again to possibly win a better prize.
The Results
From strategic planning and design to execution and delivery, we ensured a smooth and successful campaign.
With entry levels having surpassed all previous brand records in only half of the promotional period, there are plenty of new brand fans being created.
The 'Spin to Win' promotion exemplified how a well-planned, technology-driven strategy could captivate consumers and drive significant results, drive sales, and increase customer / brand engagement.
