Campari´s objective was to rejuvenate and strengthen its brand image, communicating its positioning through a unique innovative action: Campari Red Passion City.In order to do so, an original, attractive and striking marketing strategy differentiating it from other brands was required. A ground breaking action working through a unique, differentiating and powerful concept strengthening the passion and glamour associated with the brand. A concept that will also achieve a strong press and communication amplification.

The action immersed consumers in a tour around unknown stories of people who, driven by passion, created some buildings of this city’s urban landscape. One, Palacio Barolo´s legend, inspired in Dante Alighieri´s passion and built as the tribute to the Divine Comedy. This was the icon chosen for the launching.

At the event, the guests were welcome by a magic palace dressed in red where a sensual guide showed them around the three most representative points, while enjoying an extract from The Divine Comedy and its creator’s passion.

The first sector to visit was “Heaven”-at the building’s dome- which offers a beautiful sight of the City. The circuit went on with “Purgatory” and ended in the ground floor, in “Hell” which served as the main stage. “Juliette and the Licks” was the chosen band and its furious rock was a living metaphor of this infernal place.

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