Multi-awarded digital strategy and direct marketing for The Aperol Spritz Happy Interview campaign.
Agency : 4 Wise Monkeys
Client : Aperol Spritz via 4 Wise Monkeys
Account Director : Giannis Stoubos
Account Manager : Kelly Tokas
Account Executive : Fenia Sara
Creative Director : Kostas Loukadakos
Senior Creative : Hercules Sivitanidis
Digital Director : Evridiki Gavalaki
Artwork photography courtesy of 4WM
Portfolio photography by Kelly Tokas
On-Trade : 141.946 + 36% vs last year
Off-Trade : 20.955 + 68% vs last year
TTL Greece : 163.680 + 39,2%
Website Visits : 45.244
Contest Participations : 1.530
Social Media Delivered Impressions : 2.653.943
Awards Received : 19
MORE INFO —
At the end of 2003, Campari had acquired the brand Aperol, an Italian light liquor with orange colour and low in calories. The company decided to export the idea of Aperol Spritz as the perfect drink for social occasion, the Italian tradition of light drinks and snacks before - or instead - of meals. When promoting the new drink, the brief was mainly targeting on bars, wine bars and
other places where dining is cheaper and faster than formal restaurants.
Associating Aperol Spritz with the fun aperitivo time, especially among younger audiences, led to strong word-of-mouth publicity spreading among consumers. Aperol Spritz's presence was very strong in the capital but, had a very poor brand
awareness in other cities. The challenge that we've been faced was to increase sales and brand awareness through an always on digital campaign with geo-located communication on social media, we invited the audience of all major cities to join the campaign site and possibly be the brand's ambassador.