19 Crimes - Banished
Targeting - Wine enthusiasts, tech-savvy consumers, and those intrigued by immersive storytelling experiences that blend history and contemporary technology.
Core Theme of the Campaign -
An intriguing aspect is how 19 Crimes transforms wine labels into a storytelling experience, bridging the gap between the past and the present by animating the tales of historical figures on each bottle.
About the
Campaign -
The "Banished" campaign by 19 Crimes is an immersive marketing initiative for their wine brand, featuring augmented reality (AR) to bring historical convicts to life on wine labels.
Formula applied by the Campaign to elicit customer action -
The use of technology to merge storytelling and wine, allowing consumers to interact with characters from the brand's history through the 19 Crimes AR app.
Business Title
A Look at
the Campaign
1. Augmented Reality Labels: 19 Crimes introduces a groundbreaking approach by using augmented reality to animate characters on their wine labels, allowing consumers to unlock hidden stories behind each bottle.
2. Historical Narrative: The campaign delves into the rich history of the 19 Crimes brand, centered around 18th-century British convicts banished to Australia. The AR app brings these historical characters to life, sharing their compelling stories.
3. Immersive Consumer Experience: Consumers are encouraged to download the 19 Crimes AR app and point their phones at the wine labels to witness the characters speak, share their stories, and provide an immersive experience that goes beyond traditional wine marketing.
4. Expanding the Narrative: Beyond the bottles, the campaign includes an online platform and social media content that expands on the historical narrative, creating a cohesive storytelling experience for consumers to explore.
5. Collectible Series: The campaign introduces a collectible aspect, enticing consumers to explore and collect different bottles to uncover a diverse range of historical figures and their narratives.
6. Interactive and Shareable: The interactive nature of the campaign makes it highly shareable on social media. Consumers are encouraged to share their experiences with the AR app, creating a sense of community and engagement.
7. Blending Tradition and Innovation: "Banished" strikes a balance between traditional winemaking and cutting-edge technology, creating a unique intersection that appeals to both wine connoisseurs and those seeking innovative brand experiences.
8. Digital Community Building: The campaign fosters a digital community around the 19 Crimes brand, where enthusiasts can share their favorite character animations, discuss historical stories, and connect with the brand on a deeper level.
9. Market Differentiation: In a crowded wine market, "Banished" sets 19 Crimes apart by offering consumers not just a beverage but a storytelling experience, adding a layer of depth to the brand that goes beyond the liquid inside the bottle.
10. Brand Loyalty and Engagement: By creating an engaging and memorable experience, the campaign aims to foster brand loyalty as consumers connect with the brand on an emotional level, turning each bottle into a unique and shareable story.