Campary Red Passion City immersed consumers in a tour around unknown stories of people who, driven by passion, created several of the buildings of this city´s urban landscape. Consumers could join the action taking rides in horse driven carriages visiting the four chosen buildings where they could discover the hidden passions.

The first chosen story was that of two aristocratic families brought into conflict over love and revenge which signalled the creation of the Kavanagh Building, a Tower built with the sole purpose of hindering the view of the Santísimo Sacramento Church (built by the Anchorena´s family). The second reveals Regina Pacini´s endless passion for her husband, Marcelo T. De Alvear, and the creation of the Regina Theatre as a tribute to her love. Gustave Eiffel restless genious and the spirit of the Tower that led him to immortality which is still alive at Museum was revealed in other story.

To extend the proposal to all consumers, on premise actions were run in the area surrounding these buildings, creating a special atmosphere in stores. The action was spread by a 360 proposal starting with the launch event, press, Internet, outdoor advertising and on/off premise actions.Campari Red Passion City was a promotional action that allowed the transformation of the urban landscape into a great ad, an experiential marketing action bringing the brand to life and immersing all consumers in a world of secret passions. The objective of running an original and different action was met and this became one of the actions with the greatest media coverage in 2007, which represented three times the initial budget.

Obtaining 9.157.000 indirect contacts through the 100 communication media that covered it. Its great success was also reflected in the sales, obtaining an increase of 30%.