Award-winning wine estate Klein Constantia wanted a fresh way to break the news of their success in the 2011 Platter’s Guide ratings where three of their wines were awarded the top 5-star rating. They also wanted to break from the stereotype of Constantia being “old and stuffy.” David conceptualized a video that did both these, brought a laugh and got the entire wine industry talking positively about the Klein Constantia.
The video was a big step for wine-industry videos that are generally technical and one-dimensional. This viral celebration of Klein Constantia’s success in this year’s Platter’s guide is one of the few local examples of a viral video that works. Source: Cherryflava.com
The clip reached over 3500 views in the first week and approached 5,000 views in under 3 months.
The video link itself received about 300 tweets and blog inclusions.
The video created an immensely positive reaction for Klein Constantia. The fresh approach and use of humour was not expected and very well appreciated, with much commentary on how the estate took a good step (for the wine industry) by not taking itself too seriously. The top-of-mind position also enabled Klein Constantia to benefit from other non-related press features following this campaign.
Concept- David Cope
Director- Eeb Hajee
August online video production