19 Crimes rolls out largest UK ad campaign ‘on urban street furniture’
The Treasury Wine Estates brand has launched a £712k out-of-home campaign across the UK and Ireland, targeting festivals and city centres with tattoo parlours and urban takeovers.
The Treasury Wine Estates-owned brand, ranked as the UK’s seventh most popular wine brand, is seeking to drive awareness and engagement with consumers who are moving away from traditional drinking occasions.
National rollout
The activity includes large format digital displays, roadside screens, digital vans, paid social, and in-store support. Key cities targeted are London, Manchester, Birmingham, Bristol and Leeds, alongside high-footfall areas in the Republic of Ireland.
Digital vans will be deployed over the August Bank Holiday weekend at major cultural events, including 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). Vans will carry dynamic creative copy that can be adapted to different locations and audiences.
The brand will also be the exclusive wine partner at Superdrug Presents, where it will trial its RTD cans, Spiced Rum and Sparkling Wine. A tattoo pop-up at the event will offer consumers the chance to get a 19 Crimes tattoo while sampling the range.
Partner Content
Investment and reach
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. 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.”
John Keane, media strategy director at BBJ&K, added: “Partnering with 19 Crimes and creative agency Red Brick Road, we set out to break the rules of traditional Outdoor media. 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.
He continued: “Creating mental availability, cultural distinctiveness, and a clear path to the shelf, whilst also placing OOH in urban street furniture and with tactical deployment of experiential media to dominate cultural social spaces during the bank holiday. From urban takeovers to unmissable bank holiday moments, this campaign embedded 19 Crimes into the heart of the culture exactly where it belongs.”
Availability
The 19 Crimes portfolio includes red, white and rosé wines in 750ml bottles, cans and bag-in-box, as well as 19 Crimes Spiced Rum. Products are available nationwide in Tesco, Sainsbury’s, Asda and Morrisons, and online in the UK.
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