19c_OSL

19 Crimes Wine

Event Activation

Client: Treasury Wine Estates

OVERVIEW

19 Crimes is an Australian wine brand that tells the story of Australia's infamous origins. Each bottle features the mugshot a convict found guilty of committing one of the 19 crimes— punished by transport and banished to Australia.

CHALLENGE

19 Crimes broke out of the wine aisle by acting more like a whiskey than a traditional wine brand— leveraging technology and speaking to an audience bored with the status quo. Although it had created a loyal fan-base and achieved strong growth, the young brand was still hindered by low awareness. Our business challenge: drive awareness, consideration & trial of 19 Crimes with a digitally savvy, millennial audience.

SOLUTION

We knew that our target values experiences over things. As such, we believed that developing a scalable, “instagramable” and digitally connected experience was key to grabbing their attention and building a sense of community.

Our solution: bring the 19 Crimes World to the real world dropping anchor in a place as unexpected as our brand— Outside Lands. Held in San Francisco, CA this music festival became a prime opportunity to engage with our audience of subculturally savvy millennials. We focused on 5 key touch-points:

Direct touch via AR & VR experiences
Data capture via “mugshot” photo booth for email
Asset generation via UGC and content capture
Drive trial via wine sales at Banished Pub
Increase downloads/ awareness of Living Wine Labels App

To drive awareness and engagement, we launched with a range of digital support & amplification including social content, paid media, community management, and email campaigns.

RESULTS