Treasury Wine Estates’ global wine brand, 19 Crimes, unveiled a £712,000 out-of-home (OOH) ad series as part of its brand strategy to drive online and offline consumer engagement.
The campaign features large-format digital displays, digital roadside screens, digital vans and paid social.
The brand will also offer in-store support at high footfall areas, including London, Manchester, Birmingham, Bristol, Leeds and the Republic of Ireland.
Digital vans will appear at popular events and festivals over the August Bank Holiday.
Upcoming pop-up locations include the Notting Hill Carnival (23 August), Leeds Festival (24 August), Manchester Pride (23 August), Reading Festival (21–24 August) and All Points East Festival (15-24 August).
Chantal McDowell, International Marketing Manager at 19 Crimes said: “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.
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“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.”
The wine brand is also partnering with Superdrug Presents to offer trials of their ready-to-drink cans, spiced rum and sparkling wine.
Treasury Wine Estate’s campaign was made in partnership with advertising agencies BBJ&K and Red Brick Road, an integrated creative agency.
John Keane, Media Strategy Director at BBJ&K added: “Combining bold, large-format hero sites with dynamic digital and mobile activations, our data-led strategy targeted key cities where our audience over-indexes, placing the brand in line of sight near priority retailers.
“From urban takeovers to unmissable bank holiday moments, this campaign embedded 19 Crimes into the heart of the culture exactly where it belongs.”
