Napa Valley Vintners Association
Diageo and Zagat turned to Groove 11 to design the Drinkwell brand, including an online portal and learning environment. The goal: to engage high-end bar staff, trade, and consumers in "The Art of the Cocktail."
Groove 11 is a brand experience agency. We have an unshakable belief in the power of meaningful, sustainable brand relationships. To develop these, we architect conversations that create unforgettable emotional experiences, inspiring audiences to feel, learn, do, or be.
Insights
Each year, NVV holds one of the world's largest charity wine auctions. The 2007 goal was to make the auction more accessible to off-site bidders via the Internet. But the spectacle of the live event, attended by state and local luminaries and Hollywood celebrities, could not be lost because failing to deliver an equally elegant, sophisticated online experience could translate to fewer off-site bidders, thus fewer funds raised. NVV needed an intuitive, elegant interface to engage crucial bidders around the world.
Architecture
Before creating a new experience for off-site participants, we had to understand past years' experiences. To improve upon them, we conducted research in some surprising places, including a variety of live and e-auctions as well as ATM interfaces. By designing a Web portal based on what we learned, we expanded the auction's reach to countries around the world, broadening the event's appeal and participation and subsequently setting fundraising records.
Impact
- Yearly fundraising goal exceeded by $1.8 million
- Funds raised by the online auction have risen 67% over the past two years
- 100% increase in projected results since 2005
We are very happy with our overall experience with Groove 11. Groove has consistently exceeded our expectations and has excelled at integrating diverse technological elements into focused strategies.
-Steve Tradewell
Napa Valley