A Virtual Travel Journey Reignites Cider Sales in Australia
Creating a new virtual Travel destination to connect audience digitally
A decade after pioneering the cider boom in Australia, Rekorderlig was grappling with increasing competition and a falling market share, dropping from 35% in 2013/14 to 8% in 2020. Compounded with the decline of the cider category as a whole and lackluster brand recognition among younger audiences, the challenge was significant. The campaign, backed by a modest budget, aimed to rejuvenate brand awareness and trial among 18 to 24-year-old cider drinkers who were unengaged in an overcrowded digital environment.
The objective was to reverse the declining sales volume, boost the brand's attribution amongst cider drinkers, and expand the percentage of total Australian drinkers trialling Rekorderlig. These goals had to be achieved in the middle of a pandemic that restricted physical gatherings and travel.
Capitalizing on the target audience's affinity for visually rich digital experiences and their adaptive nature to technology, a revolutionary virtual travel destination, Rekorder-land, was created. This brought the Rekorderlig brand and its Swedish cool factor back into focus, aiming to drive awareness, trial, and repeat consumption. The campaign leveraged influencers who resonated with the target audience and could generate buzz about the digital destination amid travel restrictions due to COVID-19.
Welcome to Rekorder-land, a new virtual travel destination, where the real town of Vimmerby Sweden became a place of virtual wonders. Classic tourist attractions were reimagined into all-original digital experiences - inspired by Rekorderlig’s fruity flavours - and brought to life through meticulous design and interactive technology.
We created four different fruit-inspired worlds became a feast for the eyes and senses:
Vimmerby’s ornate fountain became a gateway to an aquatic wonderland, where fruit flavours became living creatures.
In a farmer’s meadow, visitors could walk amongst humongous herbs and giant Hårig Frukt (Swedish for Hairy Fruit).
A Swedish Lake Hus hosted its own visual oddities, where visitors could jam with our A.I. and Image Recognition powered DJ.
On departure, visitors could browse our other worldly Souvenir Store for digital keepsakes and win real instant prizes.
All this and more made Rekorder-land, 2020’s must-visit digital tourist destination for our audience.
We created travel inspired films on social inviting people to visit Rekorder-land.
Leading travel influencers created content showing them ‘pack their virtual bags’ and visit Rekorder-land, armed with a faux boarding pass and case full of Rekorderlig cider samples and goodies to share with their followers.
People could send virtual postcards to friends on social media, download Rekorder-land inspired Instagram lightroom filters and more. New prizes were announced daily.
Despite the cider industry struggling during the pandemic, the campaign achieved an impressive 7.3% increase in sales volume during its run, amassing a total of $5.1M in sales. This represented a substantial 83% uplift compared to the months preceding the campaign. Furthermore, it boosted core brand element attribution significantly, with attributes such as 'Is Swedish,' 'Is unique and different,' and 'Has a better range of flavors,' experiencing increases of 17%, 11%, and 17% respectively. It also achieved a 3% uplift in total Australian drinkers willing to try Rekorderlig. The campaign generated an immediate ROI of 4.3x during the campaign period. The uplift in trials forecasted to generate an additional $3,557,141 in gross profit and an ROI of 14x, suggesting every dollar spent on the campaign could potentially yield $14 in sales due to new trials.
🏆 Winner - Best ROI - Australian Influencer Marketing Awards
🏆Finalist - Australian Effies - Best Small Budget
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