“Inside the Campaign”: Kinetic’s Delicious Summertime OOH Campaign for Aperol Spritz

In the 4A’s series “Inside the Campaign,” we highlight creative work from our member agencies. Here, Kinetic Worldwide takes us inside its summertime out-of-home campaign for Aperol Spritz.

Campaign: Aperol Spritz

Agency: Kinetic Worldwide, JWT New York, Mindshare

Client: Campari

Campaign Background:

Gruppo Campari’s brand Aperol launched its first-ever out-of-home campaign, via Kinetic, just in time for al fresco summer brunches and happy hours. The vibrant orange-colored campaign, created by JWT New York, positions Aperol Spritz as the real “Italian aperitivo” and go-to drink for Social Strivers — trendy Millennials who don’t mind splurging on a product if it means advancing their social status. Campari calls Aperol Spritz its “3-2-1” — the perfect serve of Aperol, Prosecco and club soda — an easy-to-prepare cocktail.

Advertising Strategy:

Targeting the swarms of people fleeing the city for the Hamptons during the summer, the campaign consisted of contextually relevant messages in locations where people are in a social mindset and looking for the perfect place to go to brunch or happy hour. The campaign kicked off in New York City with digital subway panels. On Memorial Day, Hampton Jitney buses and beach taxi wraps were rolled out on the East End of Long Island.

Execution:

Given the contagious effect the Aperol Spritz has on consumers, Kinetic tapped into New Yorkers’ love of brunch and happy hour and connected with them during their balmy summer commutes. The campaign was placed in contextually relevant neighborhoods with popular gathering spots to keep Aperol Spritz top of mind when ordering a cocktail.

Results:

Aperol Spritz quickly became the drink of the summer. Because of the campaign, Aperol Spritz was two times more likely to be top of mind among consumers, while 69 percent of Nielsen survey respondents felt that seeing the ads increased their likelihood to drink or purchase Aperol. Of those who recalled the ad, 79 percent agreed that the cocktail looks delicious, and 68 percent said it would be a great addition to brunch or happy hour. Consumers agreed that “the [orange] color will always make me think of Aperol or Aperol Spritz.”

The campaign was subject to press coverage from Digital Signage Connection (http://www.digitalsignageconnection.com/kinetic-makes-summer-splash-launch-aperols-first-ever-ooh-campaign) and The Drum (http://www.thedrum.com/creative-works/project/jwt-new-york-aperol-ooh-campaign).

Credits:
Kinetic – contextual OOH strategy, planning and buying
JWT New York – creative
Mindshare – media