Lights, camera, Campari Spritz...
How we brought a touch of Red Passion to life at BFI Flare 2023
BRIEF
Our brief was to establish the Campari Spritz as THE drink of summer 2023 among a targeted London creative sophisticate audience by leveraging a passion for film.
Traditionally Campari has had a rich history in the arts and strategically this had been the direction over previous years. Film is the natural progression for the brand, but this meant moving away from event specific sampling and into the sponsorship space in order to grow a relevant and credible link between Campari and film.
IDEA
To embed Campari in the film space, we focused our attention on film bodies that would help establish Campari as a brand within the category and kicked off the year in style by sponsoring the BFI Flare Festival. The festival ran from 15th - 26th March and featured over ten days of art house and independent film driven by the LGBTQIA+ community.
We designed and built a premium Campari Spritz bar that was aligned with the overall brand look and feel and created a suite of assets to support the Campari x BFI Flare partnership. The overarching vision for all assets was to not just be a sponsor of BFI Flare but a credible and relatable partner of the film industry.
RESULTS
Due to the awareness of the Campari Negroni among Flare guests, the Campari Spritz was well received and feedback was incredibly positive.
The Campari partnership achieved exposure to the 25k Flare Festival attendees across the 10 live event days. Campari Spritz was sampled by 20% of Flare attendees with an impressive 5,000 samples served.
Campari at Flare exceeded the campaign target by over 1,000 serves.