19 Crimes - Live Infamously
An intriguing aspect is the integration of augmented reality AR technology, bringing the wine labels to life with animated historical figures sharing their infamous tales, creating an immersive and memorable experience for consumers.
The celebration of defiance and individuality, mirroring the brand's rebellious history by inviting consumers to embrace their own "crimes" and unique stories.
Targeting - Adventurous and unconventional consumers who appreciate the fusion of history, storytelling, and wine. It caters to those seeking a unique and interactive brand experience.
TARGET AUDIENCE
About the
Campaign -
An intriguing aspect is the integration of augmented reality AR technology, bringing the wine labels to life with animated historical figures sharing their infamous tales, creating an immersive and memorable experience for consumers.
Core Theme of the Campaign -
1. Rebellious Brand Heritage: 19 Crimes, known for its rebellious spirit, draws inspiration from historical figures who were sentenced to "19 Crimes" and sent to Australia. The campaign brilliantly weaves this rebellious history into its modern branding.
2. Live Infamously Theme: The campaign's central theme, "Live Infamously," encourages consumers to embrace their own distinctive stories and rebel against conformity, aligning with the brand's heritage of celebrating the unconventional.
3. Augmented Reality Labels: A groundbreaking element is the use of augmented reality on the wine labels. Consumers can use the Living Wine Labels app to animate the historical characters on the labels, providing an interactive and immersive experience.
4. Animated Storytelling: Each bottle comes to life with animated narratives, as historical figures recount their "crimes." This storytelling approach adds a captivating layer to the brand, making it more than just a wine but an experience.
5. Diverse Wine Selection: Beyond the storytelling, 19 Crimes offers a diverse selection of wines, ranging from reds to whites, each with its own distinctive character and flavor profile, providing options for various palates.
6. Interactive Consumer Engagement: The campaign fosters engagement through user-generated content. Consumers are encouraged to share their experiences with the augmented reality labels on social media, creating a community around the brand.
7. Limited-Edition Releases: 19 Crimes periodically introduces limited-edition releases, creating a sense of exclusivity and excitement among consumers. This strategy contributes to the campaign's success in attracting collectors and enthusiasts.
8. Consistent Branding Across Platforms: The "Live Infamously" theme is consistent across various platforms, including social media, in-store displays, and digital marketing. This consistency reinforces the brand's message and identity.
9. Cultural Impact: The campaign transcends traditional wine marketing by blending cultural history, technology, and storytelling. It has garnered attention for its innovative approach and has become a notable example of marketing in the beverage industry.