Member poll: Win £100 to splash at Humble Grape
Some campaigns flounder before they’ve barely begun whilst others flourish to become incredible successes. We’re interested to hear from London members about your own examples of campaigns which have surprised you. Just by taking part you could win £100 to spend at the independent and very individual, Humble Grape Wine Bar in London.
The Ice Bucket Challenge came out of nowhere to become a global phenomenon raising funds for the ALS Association and the Motor Neurone Disease Association. Cute and catchy, the ‘Dumb Ways to Die’ animated video was part of a public safety campaign by Metro Trains in Australia, which defied the odds to go viral and reach an audience of 110 million.
What about “Are you beach body ready?” from weight loss brand Protein World. With its bright yellow advertising posters on the tube featuring a skinny bikini-clad model the campaign led to hundreds of complaints to the Advertising Standards Authority, who then ruled that it was not offensive or irresponsible, but it was dropped anyway. The furore it created escalated coverage of the ad beyond London commuters, so was it an unexpected consumer backlash or a campaign that punched surprisingly well above its weight?
There are many more examples from brands and organisations large and small around the world. We’d like to hear about the ones that have made you take notice - either as a cautionary tale or as an inspirational campaign that demonstrates marketing at its best.
Tell us about campaigns with unexpected results
Which campaigns seemed to have all the right ingredients
but surprisingly never took off?
Which campaigns unexpectedly grabbed attention
and proved to be hugely effective?
Win £100 to spend at Humble Grape Wine Bar
Just provide your examples of campaigns with unexpected outcomes and you’ll automatically be entered into our September-October prize draw. You could be the lucky winner of £100 to spend at Humble Grape Wine Bar in Battersea Rise, SW11 1ED.
Our poll and this prize draw is the perfect pairing. As Humble Grape is something of an unexpected organisation. It’s passionate about wine but doesn’t take itself too seriously – that’s because Humble Grape is on a mission to make wine socially inclusive and approachable for everyone.
Wine for quaffing not scoffing
Today, Humble Grape is an independent, London-based wine merchant, wine bar and tasting event company which specialises in high quality boutique wines from small, family-owned vineyards. But it all began with an unexpected encounter in 2009 when founder James Dawson was snootily informed that Chablis was actually Chardonnay. It inspired James to source his own selection of wines for friends and family, and then source wines from the Loire Valley in France, hosting wine tastings in a living room. By 2011 Humble Grape was running wine tastings in different venues around London. Now Humble Grape imports wine from 55 vineyards across 8 countries, and runs monthly wine tastings, corporate events and private wine tasting parties. Because these hand-crafted wines are directly imported from relatively undiscovered vineyards, customers pay for the wine they drink without the usual inflated margins for agents, importers and distributors.
Your next corporate event
If your role includes sourcing or running events, then you might be interested to know that Humble Grape runs corporate events. Blind tasting challenges, Tour de France or Find Your Vinotype are just some of the choices for bespoke corporate wine tasting events. Amongst the companies that have enjoyed corporate tasting events, Humble Grape counts IBM, J.P.Morgan, Goldman Sachs and Linklaters. Events are professional, enjoyable and educational and can cater to groups from 10 to over 300 people. Contact rosie@humblegrape.co.uk to find out more.
Enter the draw
Tell us about campaigns that have been surprisingly good or which have unexpectedly missed their mark. The closing date for entries is 23 October 2015. Enter now.