The hanging gardens of Queens Wharf: Stoneleigh brings greenery to inner-city scene

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  • February 27, 2014
  • Damien Venuto
The hanging gardens of Queens Wharf: Stoneleigh brings greenery to inner-city scene

Pernod Ricard-owned wine producer Stoneleigh will bring some botanical intrigue to Auckland from 28 February to 8 March, as it takes over Queens Wharf with its ‘Wonder of Nature’ event.

Over the course of the campaign, Stoneleigh will break the concrete flow of the city’s landscape with the introduction of suspended gardens, which were conceptualised by award-winning landscape designer Jules Moore.

And to complement the natural beauty on display and create a soothing ambience, Stoneleigh will also be introducing an original soundscape of natural sounds, which were recorded by Paul McLaney during his visit to the Stoneleigh vineyards in Marlborough.

This installation comes only two weeks after Jacob’s Creek (also owned by Pernod Ricard) took over Takutai Square in Britomart during its pop-up wine-blending experience.

"The global launch in Auckland of the Jacob's Creek 'Blend' winemaking experience was an outstanding success, says Jacob's Creek Chief Winemaker Bernard Hickin. "Over 1,600 blends were created by consumers ... over 18 days, an average of nearly 90 blends per day."

Hickin adds that the online version of the 'Blend' campaign also attracted a decent social media response.

"Jacob's Creek also launched their own virtual 'Blend' bar, where consumers could create a virtual wine blend based on their own tastes and personality. People loved the personalised aspect of the Virtual Blend Bar online. There were over 15,000 blends created by consumers [over the course of the campaign]," says Hickin. 

Given that the Jacob’s Creek event attracted a significant amount of attention via real-life and online channels, Pernod Ricard has commissioned Ogilvy & Mather to not only organise the Stoneleigh event but also to design an app to accompany the campaign.

"Guests visiting our Queens Wharf installation [will be] treated to an immersive, creative, multi-sensory experience, which is designed to emulate the unique inspiration we get from nature," says Ogilvy executive director Paul Manning.

"This is a brand activation with many dimensions. We're using a mobile app to encourage and enable our consumers to capture images of nature that inspire them. The idea is extended through social media and ultimately the experiential activity brings it all together with an outstanding visual installation, beautifully composed sounds, stunning crowd-sourced imagery and the tastes of this outstanding wine."

Whereas the previous app enabled users to engage in a virtual blending experience, this time the focus is on the natural beauty of New Zealand.

Those who use the new Facebook-hosted app are required to upload an image of one of New Zealand’s many natural wonders and then complete the blanks in a caption template.

Once all the steps in the app have been followed, the customised caption will be superimposed over the image and uploaded onto a gallery within the app. And Manning also says that the images will be showcased on digital screens as an exhibition within the experiential event at Queens Wharf.  

 

The online version of the promotion kicked off on 17 February, and it will run until 30 March, after which one lucky person will win flights for two adults to Marlborough, two nights' accommodation, and lunches and dinners for the duration of the stay.   

Credits:

Client (Pernod Ricard):
Marketing Manager - Kiri Hyde
Brand Activation Manager - Rachel Penny


Agency (Ogilvy & Mather):
Creative Director – Greg Whitham
Group Account Director – Maggie Antone
Account Director – Jordan Sumner

Experiential:
Copper Brand Experiences

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