Adrian Peter Tse
Jan 15, 2015

Cellarmaster Wines uses fair dinkum stories in ‘wonderful’ campaign

HONG KONG – With the aim of furthering its e-commerce and making its brand essence known, Cellarmaster Wines has launched a website allowing Hong Kong people to nominate their friends and family who have a ‘powerful’ story to tell under the theme of ‘wonderful’.

Client: Cellarmaster Wines

Agency: Daylight Partnership

Market: Hong Kong

Campaign scope: Online

Background: Cellarmaster Wines, one of Hong Kong’s online wine retailers, has launched, where people can be nominated for their stories for a chance “to be surprised with a wonderful memory courtesy of Cellarmaster Wines.”

The campaign invites people to share the hashtag #Wonderful to post descriptions of their own ‘wonderful’ moments on any social media platform. Cellarmaster Wines will then select the best stories and repost to their site.

Press release quote: Sean Seah, marketing director of Cellarmaster Wines: “We’ve never done something like this before. This is exciting because we don’t want to create fake moments, we want genuine, authentic moments, and we want to help people celebrate and create those moments. Whether they celebrate with a bottle of wine or are surprised by friends and family, we want to help make that moment unforgettable. This is why ‘Making it #Wonderful’ is more than a brand—it is a calling.”

Campaign Asia-Pacific’s comments: Mate, the video reminds me of Australian Idol or Australia’s Got Talent, where the idea is to humanise the contestants and make it about more than just singing or performance. This is achieved by telling the contestants' backstories in an upfront, conversational way. Next, you get a few teardrops to come down at just the right moments before it gets into the bloody waterworks.  

Cellarmaster Wine’s video captures the Jackson’s family story using a similar matter-of-fact approach. I’ll tell ya what mate, it’s pretty fair dinkum. The marketing manager tops it off nicely at the end with a comment about not wanting to capture “fake moments”. It’s a good use of ‘genuine’ reverse psychology that’ll get ya bloody thinking. 


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