Campaign Media Awards 2009: Best Alcoholic Drinks Campaign

Title: Katie & Co
Duration period: n/s
Media owner Mail Connected
Media agency: Vizeum
Media director: Hannah Murphy
Account director/media planner Iwona Lukaszewicz
Creative agency: Mail Connected Solutions
Creative director: John Morgan
Account director: n/s
Account planner: Nigel Macdonald
Client: Pernod Ricard
Brand/product: n/s
Marketing director: Mathew Bird
Media/brand manager: Jane Chew

Pernod Ricard uses television sponsorship to help the wine brand Jacob's Creek reach its target audience of time-poor mothers who are juggling responsibilities. To maximise this property, Mail Connected created an online drama serial called Katie & Co starring five characters, including the restaurant reviewer Katie, with whom this audience could identify. The ten five-minute shows were backed by other materials, including Katie's diary, restaurant reviews and competitions. The site drew more than 56,000 unique visitors, spending an average of 11 minutes on the site, and 61 per cent of these returned to it. Jacob's Creek found sales after the campaign were up by 17 per cent, and the judges praised the drama for not only the results it achieved but for being so well produced.


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