When? 2 waves April 2011 & 2012
Where? 1st City of Porto - 2nd Nationwide
Who? 1st AEVP, 2nd ACIBEV
Target -audience? General Public
-> 1st Wave - action led by AEVP
a. Advertising in Cinemas
Wine in Moderation was placed, in a 4 weekly Cinema Guides-Programme and 15'' Wine in Moderation spot, was displayed over a one-period in 20 cinemas rooms in Porto. This action had an average audience of 120,000 people.
b. Street Video Panels
The video panels act as giant television screens and are strategically located in the city of Porto with a high impact. The average number of vehicles per week passing by these panels between 2pm and 6pm is about 1 million. About 2.120.000 people were reached through this activity.
-> 2nd Wave -action led by ACIBEV
During the period 15-29 December 2011, the 30-second spot of the campaign "Wine in Moderation", was broadcasted 108 times on prime time on national and cable TV (RTP1, RTP 2, SIC, SIC Noticias and SIC Mulher). This impactful action was repeated in 2012 during the Christmas holidays for an extended period, covering also New Year’s Eve (December 19 to January 2, 2013) with an increased number of total insertions, featured 151 on prime time of the national and cable TV channels.
A presentation of the TV campaign took place in the Portuguese Parliament before its launch and it was opened by Secretary of State for Agriculture, Jose Diogo Albuquerque who stressed the importance of wine in agriculture, the wine in gastronomy, society and culture, as well as the commitment of the Government to associate itself with campaigns of responsibility.
The Portuguese Wine in Moderation Consumer Campaign is supported with the new website www.vinhocommoderação.pt and the participation in events for consumers (i.e. Essencia do Vinho – Porto's annual wine event; Porto.Come annual food and wine event).
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