B I W I N E

Proposal by Averner Films

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INTRO

We aim to collaborate with BI Wine to create and launch an ambitious digital film campaign - matched with a bespoke seeding & distribution strategy to reach your target audiences. Its success will not only be defined by how the content positions the brand - but its ability to build awareness, customer interaction and meeting your business objectives.

Bi-Wine stands proudly apart with its unique values and distinct approach to the wine trade - as film makers, want to tell the world who you are, and let them be a part of the journey. 


MOODBOARD

Visual Ideas.


OBJECTIVES

 

BI WINE

  • Target and attract new customer groups to BI Wine brand and ecosystem 

  • Position BI Wine at forefront of fine wine merchant industry

  • Educate new (and existing) audience on BI Wine and the investment opportunity

  • Differentiate BI Wine from its competition (innovators in wine tech, best sale prices etc)


AVF

  • Develop wholistic creative content plan to support BI Wine’s objectives

  • Create content to act as portal for customers to enter your brand

  • Devise in-depth seeding & distribution strategy to reach target audiences

  • Tailor make a multi-layered customer journey 


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Not just a film.

It’s a chance to define the last twenty years.

 

Creative

RISK & REWARD

Two stories, an echo of each other, carefully woven together and depicting (and intercutting) the stories of wine production and the lives of our customer. Incorporating a scripted Voice Over to give structure to the narrative - This film will be a tapestry of carefully chosen moments that are totally recognisable to these parallel journeys. The adventures and misadventures, that ultimately and equally share a crescendo. Both of these journeys operate with unique risk - yet the fruit of these journeys is the reward they share.

We start with the story of wine production. It’s born in the soil, it grows in idyllic landscapes and it’s tended by craftsmen. Vines break through the earth, fighting their way towards the sunlight that’s travelled 149 million kilometres to get there. We see the close details of this process, textures of hands and soil, alchemy and growth. That produce the finest wines on the planet. What we want to communicate isn’t paradise, no, it’s the clarity and beauty of natures fight, guided by the hand of man, to produce its fruit. This growth of fine wine serves more than a literal purpose. It’s a perfect allegory for the trials and tribulations of our customer. They may be a high flying exec, a globetrotting rockstar, a fashion designer or an artist - yet their process mirrors this struggle and it’s their commonality - they’ve worked hard and now they’ve made an investment decision. Not a cold commodity, no, it’s an investment in life.

[subject to agreed development, script & storyboard]

DELIVERABLES

While our focus is to deliver you a 'main film', it's also important we create a rich pool of film content from our shoot, which allows us to make multiple deliverables & assets. From a 1 minute 'uber' film and 15 teasers to a selection of still images, you'll have a variation of content to deploy across your social and digital channels.

  • 1x 60sec ‘uber’ film

  • 1x 30 second short-form version

  • 1x interview feature w/ Gary Boom

  • 3x teaser clips (15 sec)

  • Set of still images

  • Multiple moving image clips which can be used for background of your website, presentations, social media bites

 
 

 PALETTE

Here, we’ve carefully selected a palette of multi textural inspiration. Ranging from corporate, commercial to narrative.The themes that are successfully communicated here are:

  • Lifestyle

  • Technology

  • Emotion

  • Messages

 BUDGET ESTIMATE

CREATIVE SPEND 47.5k (ex vat)

Excluding seeding budget.

At this early stage we can offer a guide to the creative budget. However the budget will be further informed by your input & *strategic goals.

NB Strategy/seeding is a separate budget.

PHASE 1 - TREATMENT

Concept Development, Scripting, Storyboarding, Brand Messaging, Creative Treatment, Client revisions & Agreeing the Seeding/Strategy Budget.

Total - 4.5k

PHASE 2 - PRODUCTION

Film crew, Shoot days, Production prep days, Film Equipment, Casting, Crewing, Logistics & Production Management.

*** excludes any pre-agreed expenses such travel & accommodation etc. ***

Total - 25k

Cast: Casting Director, Actors, Wardrobe, Media usage, Voice Over.

Total - 6k

PHASE 3 - EDITING

Editor, Adobe 4k Editing & Suite, Edit Producer, VFX elements, Sound Design, Colour Grade & Mastering and Final Delivery.

Total - 12k

PHASE 4 - SEEDING/STRATEGY

Budget TBC

A CHANCE TO SHOW THE WORLD WHO YOU ARE.

TO GALVANISE YOUR TEAM.

TO INSPIRE THE NEXT GENERATION OF BI WINE TALENT.

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 STRATEGY

What’s critical to the content’s success is that it is seeded strategically. You’ll work with us and a dedicated media strategist (we’ll introduce you) to implement an agreed mode of attack - based on an agreed budget.

  • Using a mixture of pixel/database/targeting data establish a selection of target audiences inc. your existing customer’s data to both retarget them, and build replica/lookalike audience groups

  • Agree key media platforms which best align to your target groups

  • Create content deliverables specific for these video placements w/ clear call to action

  • Tailor make a landing page on Bi Wine's website to act as final step in customer's journey to purchase

SOCIAL MEDIA

  • Facebook/Instagram & LinkedIn

  • On LinkedIn, target people in specific job roles e.g. Investors or CEOs and serve this group video ads

  • On Facebook & Instagram, audiences are much broader however we can refine them using demographics & interest targeting (eg. 35+ male, University educated, wine lover who follows ‘Decanter’ & ‘Vivimo’)

  • Pixel targeting: retarget BiWine website visitors using a piece of HTML code called a 'pixel'. We can actively advertise to people who have already engaged with you.

ONLINE EDITORIAL (*TEADS)

  • *Teads is the industry leader and inventor of the InRead outstream video advertising format (whom we have a direct relationship with)

  • This is regarded as the most effective ROI tool in digital content advertising

  • They work exclusively with premium publishers for ideal placements – Telegraph, GQ, Economist, FT and more

  • Outstream video is embedded into the heart of editorial content

  • Using your content, Teads has the capability to guarantee numbers of views (fully in view, complete views), web-page click throughs (and other vital metrics)

BI WINE WEBSITE

  • Bi-Wine’s website will play a pivotal role in the campaign

  • It will host a bespoke landing page for customers who have clicked into site (having seen the content)

  • Your developers, working with us, must develop a page which leaves a customer feeling in good hands with clear options for engagement with your brand

 

CONCLUSION

This campaign has both a duty to build your brand reputation, and establish you as an authoritative voice in the industry.

It also needs to generate tangible results, which is entirely achievable. From an uplift in social engagement and a rise in web traffic, through to customer acquisition and, yes, even a content award! We want to be aligned together with ambitious success aims. Because your success, is also ours.

What will inform these targets further is how we accurately define the strategy & budget plan with you. As a next step, we propose meeting in person w/ our media team to agree specifics.

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Thank You!