#19 crimes wine percentage code#
#19 crimes wine percentage download#

But the use cases that are offered do not meet the marketing requirements that made 19 Crimes a success.Īs you can see in the example opposite, some wineries give in to the temptation of the technology but are content to deliver the same information as on the label or, worse, use it to display a web page.Īugmented reality is used in the same way as a QR code: we display information on the grape variety, the serving temperature, … In the best case, a promotional video is displayed. Many businesses have taken advantage of the innovation proposed by Treasury Wine Estates to jump into the augmented reality niche.

#19 crimes wine percentage code#

They mistake the label for a giant QR code and throw out information that nobody wants.Īugmented reality should not be used to give the same information in another form.

Imitations abound, but they are missing the point. The advantage of SSO in this type of environment is that the brand can have direct contact with the user, which is usually impossible when you sell your products in a retail environment.Ĭrédits : Shutterstock Labels and augmented reality: the followers don’t understand marketingĪugmented reality applied to labels (wine, spirits, …) is now available to all, but few people understand the recipes for the marketing success of 19 Crimes. In the future, the customer experience could be enhanced by proposing some form of identification, such as SSO (Single-Sign-On). The 19 Crimes application can be used anonymously today. Treasury Wine Estate had an excellent idea to apply its marketing idea to several wines of the same “collection” so that the consumer will want to try the different augmented reality experiences and will therefore buy more than one bottle. The second strong point, which is also related to customer loyalty, is what I call the collection effect. And as consumers are nevertheless somewhat risk-averse, this may allow starting a cycle of recurrent purchases. If the wine is good (you bought the bottle to drink it anyway, right?), then the “ loyalty” effect can come into play. Strengthsīut there are also 2 significant advantages. The second weakness is that once you have tested the process, the novelty’s excitement may fade.

#19 crimes wine percentage download#

This system’s first weakness is that you have to download a relatively large file before you can visualize the animation in augmented reality. And it worked perfectly with me as I bought a bottle to try this augmented reality experience for myself. This is the effect that every brand tries to achieve when it is present on supermarkets’ shelves. The storytelling, supported by technology, becomes memorable, and the brand 19 Crimes is recognized. The stroke of marketing genius was to break away from the classic codes of wine communication (grape variety, aromas, and so on) to talk about something completely different. The Evin legislation requires that what is on the label must be directly linked to the winegrowing operation. This lack of a link between the label and the bottle’s content prevented Treasury Wine Estates from selling its wine in France for a while. I say “paradoxically” because the label becomes a window to a story with nothing to do with the wine or the winery. The augmented reality experience was indeed “talking” the characters on the labels of 19 Crimes bandits escaped from the Australian collective imagination of the 19th century. Paradoxically, because the experience proposed had nothing to do with wine. The label becomes a window to a story with nothing to do with the wine or the winery.

The effect is impressive, and the success is immediate as sales increase by almost 500% in just 18 months. The group rented the Alcatraz prison to present its innovation: a mobile application that brings labels to life. So, in 2018, the Australian group Treasury Wine Estates (400 million bottles nonetheless) unveiled its latest idea with great fanfare: using augmented reality to bring labels to life. So, when augmented reality comes to upset this long-established framework, it inevitably attracts the attention of marketers looking for new ideas. Its design (colors, shapes) often guides the buyer in the first place, even before reading the factual information on the bottle’s contents. More than a simple piece of information, it is also the medium through which the consumer’s imagination is mobilized. The label, therefore, plays a crucial role in the act of buying. It is often the only element to base a decision, especially in supermarkets where 86% of wine buyers go. When it comes to wine, the label is the “face” of the wine.

19 Crimes followers have not understood anything.