CLIENT
Grandes Vinos is one of the leading wineries in the Cariñena P.D.O., an area with a millenary winemaking tradition, where the great variety and diversity of landscapes that make up its large vineyard stand out. With an international, innovative and creative approach, they market different brands for different consumer segments, with outstanding quality and outstanding value for money.
GOAL ACHIEVED
Improve engagement with consumers, trying to bring wine culture closer to young audiences through the use of Augmented Reality.
Technological innovations in the wine sector
Despite being a traditional sector in origin, the wine sector has experienced, in recent years, a wave of technological innovations as a result of the volatile, atomized and, above all, highly competitive market in which it finds itself. Achieving a brand differentiation that makes it stand out from the rest has always been key, but in recent years even more so.
For this reason, companies and brands in the wine sector have been seeking for years new ways, methods and channels with which stand out from their competition and attract an audience that increasingly resists them: the young public. A type of audience that has evolved with the passing of the generations, both in their habits and in the way they interact with brands.
Thus is how Grandes Vinos, decided to trust again in the Hyperexperience of DeuSens, in this case to enter the world of Augmented Reality, and use it to create bottles of wine more in line with this type of public and get to bring to him the culture of wine, through technology with which both have been identified young people in recent times.
Bottles of wine that come to life with Augmented Reality
For its two lines of wine focused on the young public; El Circo and Beso de Vino, Grandes Vinos wanted to introduce different Augmented Reality Hyperexperiences in all its varieties, with the aim of connecting more with this type of public through the use of technology. In this way, we implemented Augmented Reality using the wine bottles as AR marker to create, around them, different animations related to the label of the bottle.
For the varieties of The Circus, animations were created that recreated a circus tent around the bottle being able, thanks to the Augmented Reality, to turn the wine bottles into real circus shows, typical of any great world circus. Each of the animations for the different varieties was starring the circus performer that appeared on the label of the wine bottle, serving as an incentive to want to buy other varieties to be able to visualize each of the different animations created.
On the other hand, the Beso de Vino varieties, starring the bull Antonio, showed different animations of the character performing various actions such as picking the grape harvest in Cariñena, parachute jumping or even celebrating the 25th anniversary of the Real Zaragoza Cup, in a Hiperexperiencia tribute to the club of which Grandes Vinos is sponsor.
The future of interactive packaging
With projects like this, it has been demonstrated that the integration of Augmented Reality in the creation of product packaging, can provide an extra stimulus that favors the consumer's purchase decision, fully intervening in the sales process and being a key factor to achieve a more modern and innovative brand perception. In addition, this new interactive packaging has also proven to help brands differentiate themselves from the competition, an imperative need for brands in an increasingly competitive and more atomized market.
