Mando are delighted to share details of the latest campaign they have worked on for the Infamous Treasury Wine Estates brand, 19 Crimes. TWE have launched the ultimate treasure hunt, giving customers the chance to win a share of £100,000 in the UK and €2,500 in ROI. The campaign challenges the nation to find one of four hundred limited-edition ‘19th corks’ worth £250 each in the UK and one of ten limited-edition corks worth €250 in ROI.
Mando have worked closely alongside independent marketing agency Make Lemonade Limited to aid in the promotional concept, route of entry planning and implementation of the campaign with a key focus being the security of the winning corks, the digital claim route and covering the financial risk of the campaign with a Fixed Fee.
The winning corks are concealed within Promotional 750ml bottles of 19 Crimes Red Wine, Uprising, Chard, Sauv Block and Revolutionary Rose and can be found in supermarkets and impulse channels. Promotional bottles feature an innovative sticker wrap neck-collar with a QR code to direct consumers to the campaign microsite, the19thcork.com, built by the team at The Digital Maze.
Leonie Walker, MD of Mando Promotions, says “It’s been fascinating seeing this campaign develop over the months to what we see on shelf today. From the initial brief from Make Lemonade, to the mechanic design, the factory visits and microsite development. It’s been a pleasure working with the wider team of suppliers on this exciting and much loved campaign.”
Maria Sze, Founder Make Lemonade Limited: “The 19th Cork is almost legendary amongst 19 Crimes consumers. We needed a team who could work with TWE supply chain to ensure the ultimate brand treasure hunt was executed fairly and securely. Having worked with Mando numerous times in the past, we knew they’d be a great partner to help us deliver the campaign.”
Ben Blake, Marketing Director at Treasury Wine Estates, says: “Through the winning 19th cork campaign, we are striving to provide our customers with memorable and engaging experiences that push the boundaries of the wine category and encourage our consumers to discover more. The 19th cork campaign is unique and we are confident it will drive visibility of the 19 crimes brand.”
If you’d like more information on this campaign, or would like to find out how Mando or the wider team can help bring your campaign concept to life, please get in touch with Leonie Walker leonie.walker@mando.co.uk.
