CAMPARI
omnichannel activation global toolkit
Negroni week
Campari, a top brand aperitif famous all over the world in need for a strategic communication framework. How? Through a toolkit to activate the Negroni week globally, to convey this event in the off-trade channel for a home consumption. Goal: build awareness, inspire and educate. Keywords: scalable, engagement, enjoyment.
Challenge
Starting from the barriers to off-trade brand adoption, we defined the key objectives and how to achieve the goals. The segmentation of the point of sale brings to an optimization of the activation scalability, exploiting path-to-purchase that focuses on visibility, till high-end engagement.
Strategic concept
Inspiring and aspirational message focusing on the act of raising a toast to become a part of a unique and timeless bond. Building consumer awareness that Campari is the unique and unmissable ingredient of every Negroni.
scalable concept and materials
The concept is easily scalable in off-trade and e-commers channels through the cross goal of engaging the consumer to enjoy the product at home. The modularity of the materials guarantees the full adaptation to different kinds of POS, space and communication needs.
