Brand Build UK (1)
Slurp.co.uk is an innovative wine and spirits e-retailer. We have 4,000 products mostly wines with a small amount of spirits. Our UPS is basically that we are an Amazon for wine. Are selection is much wider than any of our competitors (Majestic have around 1,000 SKUs for example). We operate only online and have no stores. Our prices are extremely competitive because we have very low overheads. We have tried to design our website and brand to be professional and slick but also fun and un-stuffy. We are very 'search' orientated, and have the search bar very prominent in our site. We also use tags extensively and have produced an online sommelier which matches tags with food and occasions to produce suggested wine pairings. Our typical and target customer is male, web savvy, knows a little bit about wine but not too much, is quite busy and comparison shops. What we a looking for from a viral is not just a voice over of our screen shots - we doubt anyone will be very much interested in that. But at the same time our target market does tend towards affluence and refinement. We need something that can genuinely be viral but also will not trivialise the business of buying wine. Games and quizzes definitely are a possibility. One thing I have long longed to do would be some type of 'timed' quiz where a quiz was trailed in advance to be 'going live' at a certain time and then it is genuinely against the clock - the first person to get all the answers (multi choice) right and clicked 'send' would stop the quiz for everyone and be revealed as the winner. And the price would be something genuinely decent (maybe £1,000 of wine something like that). I know this has the disadvantage of requiring people to be online at a certain time but perhaps that could be turned to our advantage as a kind of 'event'. Anyway, that is an example of the kind of thing that I would be happy to pay for, and once the format was in place it could be used again and again.
Other ideas along those kind of lines would be really welcome.
Media Types
Quiz
2 Pitches
1-2 of 2 pitches
PaddyRobinsonGriffinComments and questions about this Project
How leftfield can we go please? I know some brands want something very traditional, whilst others want something more bizarre (but catchy). Thanks.
posted by Paddy Robinson-Griffin 06/02/2010 16:29
Paddy - that's a tough question. Our customers are generally a bit younger and funkier than very traditional stuffy wine buyers. But at the same time our wines are generally mid to upper tier. Our average spend per order is around £110 and our average bottle price is maybe £11 or so. So a tough call - generally I would say 'left field' is fine so long as it isnt 'young adult' style left field. Our target customer base is 30-45 yrs old and predominantly male. Does that help at all?
posted by Jeremy Howard 06/02/2010 18:01
Hi Paddy - so sorry for being offline for so long. Things have just been totally manic this end. Anyway, the situation is this: I really like the basic concept of Dead Houseplants. I think it captured many of the essences of our company really well. However, as I suspected given the very low budget you had to work with I don't think AS IS it is something we could use widely. The reason is really that Slurp strives to be an 'aspirational' supplier and both the footage and the people were not quite aspirational enough to be included in anything we could formally endorse. I know that isn't really the point of virals but it is important to feel that anything coming from our company does reflect well on us. So I guess the bottom line is this, I will of course release your payment for the work you did - even though we can't really use it. But what I would be interested in is a quote for a fully production of the same idea with a more professional and aspirational production. What could you offer me?
posted by Jeremy Howard 07/05/2010 15:59
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About the Buyer
Managing Director of Slurp.co.uk - the UK's fastest growing and most exciting online wine etailer.
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