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:

  1. Direct touch via AR & VR experiences
  2. Data capture via “mugshot” photo booth for email
  3. Asset generation via UGC and content capture
  4. Drive trial via wine sales at Banished Pub
  5. 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

  • 50M+ Digital Impressions
  • 10% Increase in new app downloads w/ average 2.5 minute session time
  • 21K+ glasses of wine sold
  • 5.5K+ visitors (21+ experience)
  • 1K+ new emails captured
  • Only brand recognized in Variety Magazine “18 Memorable Moments”

 

PRESS

Variety: Outside Lands Music Festival: 18 Memorable Moments

 

CREDITS:

Sean DallasKidd, Executive Creative Director

Dora Lee, Director of Production

Chelsea Nobbs, Sr. Art Director

Liana Ogden, Sr. Copywriter

Scott Iverson, Jr. Art Director

Kendall Brown, Jr. Copy Writer

Kathleen Haack, PR Strategist

Sidra Butt, Digital Strategist

Joanna Renteria, Social Strategist

Jade Ingersoll, Community Manager

Peter Randeria, Global Business Director

Lindsay Tomek, Sr. Account Director

Stella Guimaraes, Sr. Account Supervisor

 

EVENT FOOTAGE

EVENT CONTENT CAPTURED

SOCIAL CONTENT

STORIES

A B O U T   M E

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