Living Wine Labels
Treasury Wine Estates
Issue 46 | March 2018
Agency
J. Walter Thompson San Francisco
Creative Team
Creative J. Walter Thompson San Francisco Executive Creative Director Sean DallasKidd Sr. Art Director Joy Ohler Art Director Chelsea Nobbs Senior Copywriter Tom Hasenfratz Copywriter Liana Ogden J. Walter Thompson Melbourne Executive Creative Director Kieran Antil
Production Team
Production J. Walter Thompson San Francisco Director of Production Dora Lee Tactic Director Peter Oberdorfer Lead Developer Dave Bennett Lead Artist Jun Nagaoka Head of Production Drew Weigel Producer Lorelle Strange
Other Credits
Other J. Walter Thompson San Francisco Account Director Lindsay Tomek Asst. Account Executive Janae Monfort, Kate Holm J. Walter Thompson Melbourne Head of Integrated Design Ander Hernando Head of Digital Mat Norton Account Director Claire Herms Sr. Account Manager Rose Suys Treasury Wine Estates Chief Marketing Officer Americas Michelle Terry Global Business Director Kristy Keyte Sr. VP Marketing Americas Seth Hynes Global Brand Director Melissa Louey Director, Marketing Services Americas Karina Reiswig
Date
January 2018
Background
In the late 18th century, if a citizen of the British Isles committed any one of 19 crimes, he or she was punished by transportation to Australia.
For those lucky enough to survive the journey by sea, a new world awaited.
19 Crimes was a brand that celebrated the pioneers of the new colony and the culture they established.
The labels of the wines told the true stories of the convicts, scholars and rebels who had been transported.
For instance, Hard Chard celebrated the women who had been banished.
The Red Blend featured John Boyle O'Reilly, who escaped to America.
However, in an increasingly competitive retail environment, the brand needed to capture new consumers.
Idea
An AR app was developed, "19 Crimes AR", that used marker-based AR technology and real-time game engines to seamlessly animate the unique mugshots on bottles, allowing users to hear the convicts' stories in their own words.
19 Crimes AR became a phenomenon, with people sharing their experiences via viral videos and social media, impacting millions of users.
As a result, the app was relaunched to include more brands – Beringer Bros, Chateau St. Jean, Gentleman's Collection and The Walking Dead.
28 different labels were able to trigger unique AR experiences. Available for both Android and iOS, smartphone users could seamlessly switch from bottle to bottle, learning the story behind each label.
Results
With every new experience released for new brands, growth was maintained and with it the sales surrounding the associated brands.
Results include:
- 1 million AR app downloads.
- Trending status in the iTunes App Store.
- Average app session duration of 3:39 minutes.
- 128 million earned media impressions via mass media outlets.
- Viral video, uploaded by a distributor to Facebook, earned 18M views organically.
Our Thoughts
When you go into a supermarket, you're faced by a wall of wines. It is probably the most ruthless retail environment of them all. You can see how 19 Crimes used its labels to attract attention. But to then allow younger shoppers to be able to turn the label into an interactive experience, that's brilliant. Packaging (including labels) is such an important touchpoint and yet it's one that ninety-nine percent of all brands ignore.
This is brand communication more powerful than any ad could ever be, because it engages the shopper at the very end of the customer journey, when she is actually holding the bottle in her hands and when her interest becomes a sale.