![]() ![]() However, add on the impact of a decent product (read: delicious wine), and it’s not just an engaging experience, but also inspires loyalty in consumers. It is a small bummer that you need to download a special application before you can see the AR effect in store, and once you’ve had the AR experience, it can become a boring novelty. By having the AR experience offer ‘talking’ characters from 19th century Australia, the wine label was selling a story! The unique combination of technology and storytelling creates a memorable experience, wrapped up tightly with the 19 Crimes brand. Interestingly, it’s the lack of wine-related content that has led to the real success of 19 Crimes. Not content to sit still, O'Reilly published poetry throughout the harrowing journey to Australia and, once there, outwitted prison guards to escape to America. Meet John Boyle O'Reilly, sentenced to transportation in 1867. ![]() Rather than using this experience to tell consumers more about the wine itself, 19 Crimes instead brings the user face-to-face with infamous convicts to hear their side of the story. Treasury Wine Estates saw this fact, and turned it on its head by using AR to add so much more than consumers ever expected. With 86% of people purchasing wine from supermarkets, there really isn’t much more than the label to base your purchasing decisions on. The AR experience worked better than expected, taking sales from 4 million to 18 million bottles (an almost 500% increase) in just 18 months.Īs of 2017 they've shipped over one million cases and the brand grew 60% in volume sales and 70% in value.Īn absolutely crucial part of the wine ordering process, the label is the ‘face’ of the wine. These crimes included impersonating an Egyptian, clandestine marriage, bigamy, and stealing letters. The 19 Crimes brand is based on the infamous ‘19 crimes’ that people were charged with before being shipped off to Australia’s penal colony. “Augmented Reality is an exciting technology, giving us the unique opportunity to let these historic criminals-turned-colonists tell their own stories in a way that resonates with today’s consumer,” 19 Crimes Director Samantha Collins. In 2018, Treasury Wine Estates took the plunge with a truly amazing piece of augmented reality marketing, telling the stories of infamous convicts from the labels of their wine collection, 19 Crimes. AR Case Study - Living Wine Labels - 19 Crimes
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