19 Crimes -
The Cl(ink)
BRIEF
Drive trial and ultimately, purchase, of 19 Crimes through a PRable sampling execution that reflects the brand’s disruptive and rebellious DNA and amplifies the nationwide ‘19th Cork’ on pack promotion.
EMOTIONAL TRIGGER
Tattoos are historically synonymous with rebellion and East London is a hub for tattoo enthusiasts.
OPPORTUNITIES TO STIR
Stir worked with tattoo historian to comment in prison tattoo iconography.
Stir engaged famous tattoo artist, Delph Musquet and 3 other artists, to create 18 designs inspired by the historian’s research.
Stir Launched the CL(INK) popup tattoo containing a clue to the ‘golden ticket’ location, linking with the on pack promotion.
We delivered a listing sell-in for the pop-up, interview placements for Delph and a media partnership with The Nudge. We engaged 8 x influencers to get tattoo and shared with followers.
RETURN ON EMOTION
50M+
Reach
84%
Bookings made within 24 hours of launch
120
Visitors left with a tattoo
More Case Studies
Tropicana
Making a sampling moment PRable
Princess Cruises
Driving awareness and consideration
19 Crimes
Drive purchase through activation