19 Crimes Wine From Australia Wins Super REGGIE Award

High-Tech Campaign Was Created by JWT and Geometry Global

 

CHICAGO (April 16, 2018) — The 19 Crimes Infamous Tasting (AR/VR) campaign from 19 Crimes Wine, created by J. Walter Thompson and Geometry Global, today was awarded the top prize — the Super REGGIE — in the 2018 REGGIE Awards competition.

The award was presented at the REGGIE Awards Gala dinner held on the opening night of the ANA Brand Activation Conference at the Chicago Marriott Downtown Magnificent Mile hotel. A total of more than 70 awards were presented to top agencies and brands for the best brand activation marketing campaigns of 2017 across more than 20 separate categories.

The event culminated with the Super REGGIE announcement, honoring 19 Crimes Wines and its agencies for the best campaign of 2017 chosen from the Gold category winners.

The campaign was entered in the shopper marketing category and used immersive technology — augmented reality (AR) and virtual reality (VR) — to create an in-store "Infamous Tasting" experience for consumers, literally bringing the Australian wine brand story to life. By combining packaging interaction and smartphone technology, the campaign captured the attention of novice millennials wine drinkers, sharing the brand story behind 19 Crimes in a way that disrupted the norms of the wine category.

Categories in the competition ranged from global execution to national and local campaigns with different budget levels down to specific discipline options. Disciplines included experiential, digital/social media, sponsorship, and cause marketing, plus two categories for retail- and shopper-focused campaigns.

"Competition this year was particularly difficult, and we congratulate all the winners," said ANA CEO Bob Liodice. "The entrants this year displayed remarkable demonstrations of creativity, especially those utilizing newer forms of technology, and all the participants should be proud of their achievements."

The award name, REGGIE, was originally chosen because it symbolizes results by "making the cash register ring" with consumers. The Super REGGIE recognizes the highest level of achievement and is awarded to the "best in class" from the Gold category winners.

Over 200 judges, industry experts at director/VP level or higher, scored each entry based on the following criteria:

  • Is the strategy in line with the insights and goals?
  • What is the level of concept originality?
  • How well were the materials integrated and activation executed? (Specific to the category)
  • How strong were the results, and did they achieve business objectives? (volume/share/profit)
  • How well did the activation build the brand and align with the overall brand?

A full list this year's REGGIE winners can be found here.

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