THE OBJECTIVE
Amplify 19 Crimes’ National 19th Cork campaign.
Turning on-pack promos into tattoos and bringing that IRL experience and our client’s story to just the right audience.
THE INSIGHT
Historically, tattoos symbolised belonging for convicts and gangs. Which for a young, disruptor brand called 19 Crimes is super relevant.
OUR JOB
Drive brand awareness, start conversations that relate to our client’s brand DNA and drive shareability around the on-pack promotion ‘golden ticket’ mechanic, using a truly memorable and unique activation.
STIRRING EMOTION
Connect with and leave a lasting (permanent!) impact on cool, creatives in a way that only 19 Crimes could.
THE STIR WAY
Introducing The Cl(INK).
We worked with a tattoo historian to understand popular prison tattoo iconography, then commissioned four tattoo artists to develop 18 designs, plus a 19th incorporating a clue to the ‘golden ticket’ location. Londoners were invited to our pop up tattoo parlour, The Cl(INK), for a free ink and a drink.
Impact and implications
Output
9.3m+
Combined coverage reach
Outtake
40
Slots filled within 12 hours of the event page going live
Outcome
200+
Visitors to The Cl(INK) for a tattoo or a glass of 19 Crimes
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