Aperol is one of the drinks of the Campari portfolio. It was launched on the Belgian market in the summer of 2010. Campari asked RCA to enforce this introduction (especially in the target group of 25 to 35 year olds). Apart from press communication, we opted for an extensive integrated online approach with direct contact and community building among the brand fans.
Offline and online communication went hand in hand as much as possible for Aperol. This included, among others, special activation moments in the Flagship bars. A photographer was always present who immediately provided small Polaroid photos, which could be admired on Facebook in all its glory a few days later. People had to tag themselves to have a chance of winning a prize. We also sent press contacts and influential bloggers a tasty Aperol package with which they could taste the Aperol Spritz in peace and quiet and share their impressions with their online readers.
Facebook was the thread for centralising all these efforts. The fans could leave their ‘Crazy for life?’ impressions and easily upload and map out their photos.
In a 6-month period, our efforts not only provided qualitative rumour around the brand, but also quantitative results. Aperol scored 2,500 fans on Facebook. Furthermore, there were 100 online conversations within the defined target group alone (Twitter, blog posts, etc.) and extensive press attention. The sale, in the Flagship bars as well as the other locations that served Aperol, had an extremely successful start.
