Treasury Wines – 19 Crimes & Augmented Reality

“The company says this use of AR became one of its most successful marketing activations ever, helping to drive double-digit growth for the brand in the U.S., growing it to a 1.5 million-case brand.” – Michelle Terry, Chief Marketing Officer.

The Challenge

Treasury Wine Estates, the world’s largest pure play wine company, approached us to create and execute a national Virtual & Augmented Reality program for their newest wine – 19 Crimes. The aim was to drive brand awareness, share the story behind the wine and cultivate a unique consumer engagement strategy through technology.

How We Did It

The solution was utilizing smartphone technology via the creation of an application that would bring the labels of wine to life. Each label, featuring a criminal, would then tell you their story, giving the consumer a truly unique and memorable experience.

The Results

The results were a resounding success, with over 8000+ events executed nationally, the brand saw conversion rates increase by over 17%. Outside of the strong increases in sales and engagement the campaign was awarded the Gold Reggie Award for Content Marketing in 2018.