A new approach to the Japanese market
Consolidating a mature foreign market is a big challenge. We succeeded by creating a new form of corporate communications.
We focused on the importers by directly involving hundreds of Japanese restaurants who spent one month of the year proposing to their diners a special wine made from the garganega grape. And we made it into a contest: those who opened the most Soave won a vacation to the territory of Verona.
The contest, now in its third year, is called Soave by the Glass. Today, it is bolstered by digital content specifically designed and created for the Japanese market. The initiative is a new way for consortia to promote, and exemplifies a successful first attempt to expand wine culture and drinking occasions.
- B2B event
- B2C event
- media event
- visual identity