Banfi Vintners is an On Purpose brand because it delivers experiences that matter to its multicultural consumers and delivers education in ways they can use and value.
Banfi Vintners wanted to drive trial of three signature, palatable wines among multicultural audiences but had no way into successful engage this audience.
In celebration of Banfi’s Rosa Regale, San Angelo, and Centine wine brands, EGAMI created a signature series of events that married wine education (a passion of the targets) and the popularity of online dating. Through the creation of wine education/tasting and matchmaking experiences, EGAMI created interactive events that helped the sophisticated, millennial woman sharpen her palette to find her perfect wine and her perfect mate. EGAMI partnered with the popular dating app Zoosk to create five culturally focused events in target cities with brand ambassadors and relationship experts called The Perfect Pairing program.
The program reached and exposed Banfi brands to more than 25,000 consumers across five cities in an unexpected and creative way that delivered on two consumer passion points. EGAMI generated over 75 million total media impressions and 217,000 social media impressions.