19 Crimes, the Treasury Wine Estates-owned wine brand, has launched its biggest OOH advertising campaign to date.
The campaign aims to drive brand awareness and consideration of 19 Crimes within the UK through high-impact ATL activity, targeting culturally engaged consumers who are moving away from traditional alcohol occasions.
The OOH advertising campaign includes large format digital displays, digital roadside screens, digital vans, and paid social, as well as in-store support in key cities and high-footfall urban hot spots across the UK and Ireland, including London, Manchester, Birmingham, Bristol, Leeds and the Republic of Ireland.
The large-format digital poster sheets aim to encourage consumer engagement on and offline, placing 19 Crimes at “the heart of social urban neighbourhoods in a non-traditional format for a non-traditional wine brand”.
Meanwhile, 19 Crimes Digital Vans will target key music events and festivals across the August Bank Holiday weekend. The vans will provide 19 Crimes with the ability to switch between different creative copy to reflect the vibe of the event or city.
19 Crimes will also be the exclusive wine partner for Superdrug Presents, where they will be trialling their range of RTD Cans, Spiced Rum and Sparkling Wine. 19 Crimes will also have a tattoo pop-up at the Superdrug Presents event, where consumers will be able to get a 19 Crimes tattoo and sample the 19 Crimes range.
Chantal McDowell, International Marketing Manager at 19 Crimes, commented: “This is our biggest above-the-line campaign to date for 19 Crimes, with a total media value of £712,000 across ATL and 30,464,627 impressions. We’ve seen huge growth from 19 Crimes over the last five years, and we want 19 Crimes to be a brand that consumers continue to engage with and continue to purchase in-store by making 19 Crimes a visible and culturally resonant wine brand across ATL channels.”