Campari wanted to strengthen and rejuvenate its brand image, by communicating its positioning through a unique and innovating action. In order to achieve this goal it was necessary to come up with an original, attractive and a high-impact marketing campaign that would make the brand stand out from the rest. The action had to break pre established schemes, working on a unique, differentiating and powerful concept, to strengthen all the passion and glam of the brand. We needed a concept that would also cause great impact among the press and communication media.

The Campari Red Passion District was the first district to have Palermo SOHO – one of the most modern neighbourhoods in Buenos Aires - dressed in passion red, bringing together the best of art, decoration and design - all inspired by the brand values.

At night, the red lights and velvet dressing balconies provided the area with a suggestive atmosphere, where people could discover the shops that were selected to creatively interpret all the passion and glam of the brand.

Exotic art shows, exquisite tastings and national artists performances completed and turned the Campari Red Passion District into something to be remembered.

Campari Red Passion District increased sales by 30%.Its successful outcome led the brand to plan a second and a third version for 2006.Its unique and innovating concept turned this action into the most covered by the press in 2005, which helped recoup almost 100% of the investment.

The goal of coming up with an original and different action was accomplished, creating the first brand district in Argentina.

To walk down the streets of Palermo SOHO, during the ten days the action lasted, was an impressive experience, since it invited you to discover the different spots, performances and creative works that communicated the values of Campari as no other brand had done before. Many local celebrities also visited the area, attracting a significant number of media, which allowed to bring the brand message to thousands of consumers all over the country. This action allowed to consolidate Campari as a synonym of passion and glamour.

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