19 Crimes

Aussie agency beats global rivals with 19 Crimes campaign

June 25, 2020
By Alana House

Australian marketing agency MAAKE has scooped two top gongs at the 2020 Shop! Global Awards, beating out agencies from 17 other countries with its campaign for 19 Crimes.

MAAKE took home two prizes for its 19 Crimes ‘Get Your Mug Shot & Join the Gang’ campaign, winning the Field & Instore Promotion and Alcohol & Tobacco Temporary Display categories.

Led by Agency Director Manu Whatarangi, the MAAKE team delivered the 19 Crimes campaign for Treasury Wine Estates in selected Dan Murphy’s stores across Australia.

19 Crimes

The campaign brought to life the 19 Crimes Wines brand story and made it a unique personalised experience through printing custom wine labels onsite after ‘mug shots’ are taken of consumers in a branded ‘jail cell’ photobooth.

19 Crimes

“We are absolutely honored to receive these awards and be recognised on the global stage with Shop!” said Whatarangi.

“Credit has to go to our staff and team at MAAKE, our suppliers and of course Treasury Wine Estates who all work tirelessly to pull these projects and campaigns together. The 19 Crimes in-store campaign was a great success that ticked all the boxes for the retail environment, and excelled on consumer engagement and interaction, allowing shoppers to become part of the 19 Crimes brand story.”

Campaign resulted in huge sales uplift

The activation proved a hit for both the brand and consumers.

The results were incredibly successful, with many positive comments and feedback from the retailer and consumers, and an overall sales uplift of 346.7% of units sold from the duration of the campaign.

MAAKE Australia, along with fellow Australian agencies id8 Studio, XPO Brands, Public Design Group and Plump & Spry were recipients of the highly coveted Global Awards, which recognise excellence in point of purchase retail displays, activations, visual merchandising and store design.

Of the 18 Global Awards given, Australians won six – two more than the previous year and more than any other country, cementing Australia as a top player on the global stage when it comes to POP displays and activations.

Carla Bridge, General Manager of Shop! ANZ said Australia’s success at the Awards is an indication of the strength of retail marketing locally.

“With increased competition and a breaking down of the walls which once held out global competition, Australian retail marketers have stepped up to the challenge and are well and truly holding their own, proving themselves as among the best and brightest in the world.”

19 Crimes celebrates triple digit growth

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