Absa Top 10 Pinotage 2021
Client | Pinotage Association
Website development
Web and branding design
Copywriting
Brief
Since the start of the pandemic, Lumico has been working with the Pinotage Association to aid them in the premiumisation of this truly South African varietal. This started with a brief to Lumico to host their 2020 Absa Top 10 Pinotage function as a hybrid event and evolved into the digitisation of their entire marketing strategy and the addition of new projects.
The work for the Pinotage Association was far from over. Following the success of the hybrid events, Lumico’s project managers started working with the team on the digitisation of their marketing strategy starting with a dedicated social media plan, mainly focused on Facebook and Instagram, and a brand-new website.
Both the website and social media strategy aim to highlight the Association’s numerous awards functions, training, and community involvement, but also places emphasis on their long-standing relationship with Absa. These marketing strategies created a platform for the Association to celebrate its members’ successes and add significant value to their membership.
Solution
For the first event in 2020, Lumico set out to find the perfect mix between a physical presence at the event, and delivering a pleasant user experience during the online awards show.
In 2021, we perfected this, and viewership increased by 40000 views year on year. The on-site team, consisting of a director, a project manager, three camera operators, a sound engineer, and a community manager, ensured that the Awards event was presented successfully both online and offline.
In 2022, the Association once again knocked on Lumico’s door to assist them with their Grand Pinotage project, a celebration of the best that Pinotage has to offer.
The project centres around the creation of six videos showcasing participating farms, executed within the visual guidelines of this premium brand.
From the creative conceptualisation to project management, filming, video editing, and publication, Lumico has been assisting in the execution of this 360-degree campaign.
Let’s Work
Together