19 Crimes Wines celebrate the rebellious spirit of the more than 160,000 exiled men and women, the rule breakers and law defying citizens that forged a new culture and national spirit in Australia. It was only fitting to bring this brand personality to the on premise environment.
MAAKE came to us with an exciting concept - to create a personalised brand experience that would drive sales and brand affinity for 19 Crimes. In keeping with the 'mug shot' labels of the Treasury Wines 19 Crimes labels, MAAKE wished to create an experience where consumers could replicate the mug shot and apply their personalised label to a bottle of wine instantly.
Our team of event photographers were deployed to Dan Murphys stores around the country. Within each store was a 'mug shot' set where consumers could pose for a photo against a mug shot style backdrop.
Each photo was treated with custom filters to match the wine labels actual packaging and printed on a sticker paper which could be applied directly to a 19 Crimes wine bottle. With instant SMS delivery, consumers also received a branded print that could be shared so social media, driving increased brand awareness for 19 Crimes. The campaign was an award-winning campaign that drove significant sales uplift for Treasury Wines and 19 Crimes across Dan Murphys stores.