Marketing the Eisberg Brand

Jess Roberts, GBR, Team Breeze, Tour series winner, GBR, receiving her Graffio Arts print.

Graffio Arts collaborated with 22 Create and Eisberg Wines to bring art, design and augmented reality to the years biggest cycling events.

A YEAR OF CYCLING

We were approached by 22 Create to help out on a year long campaign for their client Eisberg Wines. Eisberg Wine is the UK’s number 1 alcohol free wine, offering an alternative beverage to those who are the designated driver, counting calories, or abstaining for health reasons.

Eisberg’s involvement as a sponsor in British cycling that year would see them bring cycling, art and technology together in new, innovative ways, to engage their audience more than ever before.

DEVELOPING THE CAMPAIGN

The goal for Eisberg’s campaign was to take their ‘liquid on lips’ experience for consumers a step further, and actually deliver product into home via interactive advertising.

Together we investigated the different stages of consumer activation. We engaged with pub and bar consumers, with social media audiences through to those actually attending the cycling events.

Beer mats and flyers were designed with augmented reality layers that showed previews of races and brand messaging. Three styles of social media campaign were developed and launched.

ILLUSTRATION AND AUGMENTATION

We designed and produced a series of augmented, illustrated art prints. For each of the six cycling events that Eisberg were involved with that year, a unique piece of work would be available for the public to order, display in their homes and access exclusive content including special offers on product and cycling footage. By downloading an AR app, owners of the prints could simply scan their artwork and the content was delivered straight to their screens.

When the prints first become available they featured an introductory video. When the race was finished the video changed to celebrate the outcome.

These prints were made available free of charge and were an enormous success.

ART AND AUGMENTATION

We worked with the master of cycling art, Eliza Southward to produce a limited run of her The Chase fine art prints that are were presented to tour winners throughout the season. A second print was made available to purchase by consumers.

Make it stand out

Whatever it is, the way you tell your story online can make all the difference.

EVENTS, ILLUSTRATION, GRAFFIO ARTS, GRAFFIO AR APP, AUGMENTED REALITY, E-COMMERCE, PRODUCTS, SPORT, BRANDS, DESIGN, ART, PROMOTIONGraffio ArtsJanuary 1, 2023solutions, design, arts, technology, AR, augmented reality, Eisberg, brands, marketing, cycling, print, Graffio AR App, illustration