Milan is a city dominated by its fashion trade. It's a world leader in the style business and the shopping is simply sublime. In Milan, the aperitivo moment belongs to Campari. Its delicious bittersweet flavours are the perfect way to stimulate an appetite for dinner and Milan's best bars set aside the early part of the evening for a delightful combination of Campari and an assortment of tempting savoury snacks.
Poetry to the ears? No doubt about it - but why not turn such tempting words into a tangible reality!
In 2007 we were delighted to be given an opportunity to assist Scottish & Newcastle with their Campari The Aperitivo campaign.
Focusing on enhancing and reinforcing brand awareness, as well as conducting an online market research, we started with complete rebranding and redevelopment of the old website.
The new one, based on advanced content management system, was aimed at attracting more visitors and persuading them to share their Campari experiences and preferences with the community. And well, leaving their personal details too...
They had a good reason though - one of them was soon going to be a lucky winner of a shopping trip to Milan!
When was the last time you enjoyed a delicious glass of Campari? Did you drink it straight on the rocks, take it with tonic and lime, savour it with soda, open it up with orange or mix it as part of a classic cocktail?
— we asked these and many other questions to UK Campari lovers.
We already knew that Campari is the kind of drink that always inspires conversation, but we wanted to know where do YOU stand?
And boy, did we know! Lots of new visitors combined with high response rate provided vast amount of statistical data to base further marketing efforts on, and the lucky winner of the shopping trip to Milan... well, enough to say that he had a once-in-a-lifetime experience there!