Samantha Collings, 19 Crimes director at the time of the launch, told Forbes, it had decided to make use of “this exciting technology” as it was a “unique opportunity to let these historic criminals-turned-colonists tell their own stories in a way that resonates with today’s consumer”. It was also one of the first uses of augmented reality for adults, as the technology had previously been used mainly by brands and films to bring children’ products to life. Not only getting a Treasury app on to potentially influential people’s personal phones but also being able to access the data from the downloaded app. You could only see the talking labels if you downloaded an app, then held your smartphone over the label.
To do so involved bringing technology and wine together in a revolutionary way, thanks to the help of Living Wine Labels that pulled the innovation together.
Instead, Treasury was able to take the individual stories of British criminals that had been deported to Australia, and turn them into the stars of the wine where they were able to tell their own individual stories, about what crime they had committed and how their new life in Australia turned out. The 19 Crimes story brand has certainly helped bring new life to Treasury Wine Estates brand portfolio and done wonders in making wine relevant to a whole new younger audience who would not normally be turned on by the idea of a new Australian varietal wine range. After all having products that actually talk to you, in the comfort of your own house, how much of a breakthrough is that for marketers, advertisers and brand creators the world over. It’s all down to the clever use of augmented reality technology which has creatively taken new technology and found a truly effective way for it to work not just in the wine industry, but potentially across all FMCG categories. Pioneered by Treasury Wine Estates and it's breakthrough 19 Crimes wine brand, it has now evolved to become an emerging wine category all of its own. Well, we now have the same in wine with the fast-talking, quickly moving wine label.
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