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Ö-61 is a new wine inspired by tattoos, developed by VSPT Wine Group, one of the top 20 wine producers in the world. For its launch, we needed to design a creative campaign to boost both purchase intent and brand recognition among millennials, men and women, in Florida.
Our goal was to establish a direct connection with this segment, achieving a significant increase in awareness and solid community growth.
We decided to connect with this audience through something a lot of people can share: our tattoos. And, as a new wine, we wanted to give a modern twist to old tattoos, transforming them into new works of art.
We began our strategy by partnering with Ami James, the most influential figure in the tattoo scene in the United States. He was the face and promoter of Radical Ink Up, an initiative that offered the chance to get a new tattoo, inspired by and created for a new wine
We created a landing page for our Radical Ink Up campaign, where participants could share their stories and compete for the chance to get a new tattoo from the experts at Miami Ink.
Additionally, we maintained active and engaging communication for over three months through content created for social media, where we showcased three cases as examples to inspire the audience to participate.
