Hangar was entrusted with launching 19 Crimes wines in the Maltese market. This young, Australian wine brand celebrates the rules that convicts-turned-colonists broke and the culture they built. Our brief was to create a brand launch campaign that increased brand awareness of this unconventional brand amongst both trade partners and targeted consumer segments.
Promoting a rebellious wine brand calls for a rebellious approach. 19 Crimes is made for legendary experiences and notorious evenings, so we designed a guerrilla brand activation that saw a prison cart become a mobile, interactive billboard. In lock up: radio hosts Jay Zammit and David ‘Oz’ Borg, local celebrities who matched this brand’s taste for mischief. Oz & Jay drew in curious crowds, demonstrating how to bring 19 Crimes bottles to life with the world’s first augmented reality app for wine. In tandem, select outlets in Valletta hosted Behind Bars sessions: interactive wine tastings that provided a call-to-arms to rogues everywhere to disrupt, defy and start amazing stories. Leading up to this bold burst of brand activity, mysterious radio ads built anticipation of a new Australian brand coming to Malta, while surprise deliveries to barber shops, tattoo parlours and media personalities built brand buzz online.
Our integrated photo and video shoot recorded the reactions of the curious crowds these activities attracted—besides mug shots of some of Malta’s top tattoo artists and musicians. Content generated on the night was shared by the brand’s new fans themselves on social media, and became the foundation of an integrated digital advertising campaign. Maltese consumers agree: 19 Crimes is the perfect partner in crime. In the months following the brand’s market launch, 19 Crimes has become one of the top selling Australian wine brands in Malta. Now that’s wine—and results—that speak for themselves.