Challenge.

Faced with tough competition in a category struggling for “share of throat” against competition in the beer & spirits (& cannabis) categories, Treasury Wine Estates needed a way to tell their brand(s) stories at shelf – but with widespread clean store policies, it couldn’t rely on point-of-sale displays or retail channels to reach their ever evolving global audience(s).

Solution & Results.

Take advantage of the one thing our audiences have in common — their mobile device. We created Living Wine Labels, the 1st ever augmented reality app, hacking the wine aisle and functioning as a new communication channel & platform for multiple brands of the wine manufacturer and distributor, Treasury Wine Estates. 

Introducing Living Wine Labels: an Augmented Reality App that activates “smart labels” — bringing brand stories and experiences to life in the palm of your hand, whether you’re at home, with friends or in the wine aisle.

Campaign Results:

• 3M+ Downloads (Globally)

• 125M+ earned media impressions

• Average app session duration of 3:39 minutes

• 50+ unique experiences for 11 brands

• Available in 75 countries & 4 languages

• 4.3 stars on App Store

Recognition.

Press:

• AdWeek: These 20 Cutting-Edge Campaigns Epitomized This Year’s Most Innovative Creative Advertising

• Tech.co: This Augmented Reality App Will Bring Your Wine Bottle to Life

• CNBC: The secret trigger that makes you reach for your favorite bottle of wine

• FOOD + WINE: ‘Walking Dead’ Wines Feature Labels That Come Alive When Viewed With a Smartphone

Awards:

• 2019: Silver Effie // Brand Experience

• 2019: Silver REGGIE // Creativity & Innovation

• 2019: Gold Addy, National // Mobile Apps 

• 2019: Silver Addy, San Francisco // Augmented Reality

• 2019: Silver Addy, San Francisco // Mobile App

• 2018: Bronze Caple // Innovation