A Birmingham advertising agency has joined forces with an award-winning global wine brand to launch a dynamic and high impact campaign.
BBJ&K and integrated creative agency Red Brick Road have worked together to help Treasury Wine Estate's 19 Crimes launch its biggest out-of-home (OOH) advertising campaign to date.
The campaign aims to drive brand awareness and consideration of 19 Crimes within the UK through ownable high impact ATL activity, targeting culturally-engaged consumers who are moving away from traditional alcohol occasions.
The OOH advertising campaign includes large format digital displays, digital roadside screens, digital vans, and paid social, as well as in-store support in key cities and high-footfall urban hot spots across the UK and Ireland including: Birmingham, London, Manchester, Bristol, Leeds and The Republic of Ireland.
The large format digital poster sheets will encourage consumer engagement on and offline, placing 19 Crimes at the heart of social urban neighbourhoods in a non-traditional format for a non-traditional wine brand.
The 19 Crimes digital vans have already targeted key music events and festivals across the summer, with the vans giving 19 Crimes the ability to switch between different creative copy to reflect the vibe of the event or city.
John Keane, media strategy director at BBJ&K, said: "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.
"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.
"BBJ&K are delighted to be working with 19 Crimes - a global drinks brand that continues to stand out for its bold identity and strong cultural relevance.
"From our base in Birmingham’s Jewellery Quarter, we are proud to support their growth and visibility across the UK and the Republic of Ireland. This collaboration reflects BBJ&K’s ongoing commitment to delivering data-led, impactful campaigns that ensure brands connect meaningfully with audiences and strengthen their position in competitive markets."
