A sensory experience platform that used art as a trigger: the Campari Red Experience. This platform unfolded on several fronts and allowed the audience to be immersed in the world of Campari through striking experiences, taking place in unusual locations: an old mill, a maritime terminal... Right at the entrance, a multi-sensory labyrinth developed from Campari’s characteristics and designed by visual artist Luiz Martins awakened all the guests' senses, surrounding them with the brand's iconic red color. The pleasurable, intriguing experience continued against a backdrop of discoveries, with shows by emerging artists of the Brazilian music scene, and through interactions, performances, art installations, DJs and, of course, a big bar, ensuring that everyone could enjoy the product while experiencing Campari red in its purest state of art.

The platform kickoff took place in Recife (11/30/2016), followed by Fortaleza (12/9/2016), with the next edition scheduled for Salvador. Recife had an impactful urban intervention in the bustling Dona Lindú Park: the "Serpent" sculpture, created by artist Ronaldo Câmara. Performers also went out into the streets with red umbrellas for teasers. In all, there were three months of activation. To illustrate the sensation of Campari red and the size of the installations, we created a physical model of this environment. The experiences were hosted at surprising sites. In Recife, a space that emerged as a benchmark of modernity in the 19th century, the Dois Irmãos Mill. In Fortaleza, the stately Maritime Terminal, one of the most enigmatic points of local architecture, which went into use in 2014, during the World Cup. The events were exclusive to a carefully selected audience and aligned with the target using the social media strategy.

Historically, the beginning of the year is not a favorable period for Campari sales. With the platform, we were able to promote strong engagement for trade, recording a sales increase of 14% in the first quarter compared to the same period of the previous year in the Northeast. 92% of the public had a positive perception of the experiences, and 76% considered the two editions surprising. We promoted changes in the consumption habits through the drinks made with Campari, inaugurating a new culture of consumption of the drink. The experiences brought a striking residual in the sense of translating the Campari mood through the sensations promoted by the sensory labyrinth, installations, and performances of the Campari Red Experience. With the brand experience, we achieved 4 million direct impacts on social media, 6 million people impacts on Pay TV, and 36 million impacts in OOH.