Rome wasn’t built in a day and neither will brand awareness. We, at CA_ are very aware of that, and as a result created a strong and consistent IMC for this brand to stand out. We created a 4-season campaign which consisted not only in designed print ads but also displayed ideas for offline events and promotional gifts. 

I know, I know, we just said we were digital… Yes, but print always will have a place in the marketing world. China is full of billboards and public banners in subway stations, shopping malls, streets, etc. So yes, print ads have a place in the market and we also believe in it. 

CA_ was commissioned to create a global campaign with the purpose of making the brand stand out against competitor wines in a competitive market. We revisited the brand, spoke to customers, and evaluated the market, brand and assets. Armed with data and insights, we carried out a complete rebrand.

Inorder to reshape Rawson’s Retreat, almost from scratch, we redefined the brands purpose, modified its tone and personality, and changed its visual identity in order to reach a new target audience. We also carried out a redesign of the wine bottle label and formulated a new brand slogan that connected with consumers on a more personal level. 

At CA_ we believe that the key for a brand is being consistent on all platforms. Even though there are many ways you can engage your customers online, we at CA_ creatively chose to engage users by building a HTML5 page to increase interaction via gamification. 

The playful like nature of the H5 brought the brand closer to consumer and the simple yet visually appealing nature of the online game helped to encourage participation and develop brand awareness. 

Rawson’s Retreat were looking to redevelop the popular H5 app, and even though expectations were high, CA_ rose to the occasion and leveraged one of the brand elements as part of the new H5 game: a cute grape that guided users throughout the app. Through playful video animations, and leveraging the brand essence and concept, the game was perfectly aligned with the brand message: Your Ideal Wine Moment.