Come with us as we take three Dan Murphy’s Wine Merchants on an Escape to the Barossa, a journey through South Australia’s most iconic wine region. Created for Accolade Wines, this content series showcased the passion and craftsmanship behind some of Australia’s best-known wines.
Using through-the-line (TTL) thinking, the campaign seamlessly connected in-store, digital, and social channels. Shoppers could scan QR codes on wine bottles in-store, driving them to a custom microsite we designed and built. There, audiences could watch exclusive video content and enter a competition to win their own Barossa experience.
Beyond the store environment, our digital activation extended the campaign’s reach through social media, including in-feed and paid video placements, Instagram Stories, and static social posts – driving awareness, engagement, and traffic to the microsite.
The result: a unified campaign that blended storytelling, technology, and retail engagement, bringing the Barossa to life for wine lovers across Australia.
What we delivered
Hero Video
Social Videos
Microsite Design & Development
Competition Management
Results
The Escape to the Barossa campaign was a huge success, with Endeavour Drinks fully embracing it both in-store and online. The campaign achieved:
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10,000+ QR code scans from bottles in store
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11,000+ microsite visits
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6,500+ competition entries
This digital-first activation proved the power of connected storytelling and experiential brand engagement, turning a simple bottle purchase into a memorable brand journey.