Kinetic, the global leader in contextually connecting and activating audiences on the move, has launched the first ever out-of-home (OOH) campaign for Gruppo Campari’s trending brand Aperol, just in time for the onset of al fresco summer brunches and happy hours.
Targeting the swarms of people fleeing the city for the Hamptons this summer, the campaign consists of contextually relevant messages in locations where people are in a social mindset and looking for the perfect place to grab the omnipresent Aperol Spritz (Aperol, Prosecco, Club Soda) for brunch or happy hour.
Kinetic has kicked off the campaign in Manhattan NYC with LinkNYC, subway digital panels, and then, for Memorial Day, Jitney buses and beach taxi wraps will be rolled out on the East End of Long Island.
The vibrant orange campaign, created by JWT New York, positions the Aperol Spritz as the real “Italian aperitivo” and go-to drink for the Social Striver (a trendy Millenial that doesn’t mind splurging on the new/hot product if it advances their social status), with its bright orange color and easy preparation as the key message. Given the contagious effect the Aperol Spritz has on consumers, Kinetic is tapping into New Yorkers’ love of brunch and happy hour and connecting with them during their balmy summer commutes, specifically in neighborhoods with popular brunch and happy hour spots, to keep Aperol Spritz top of mind. Kinetic worked on the launch in conjunction with Mindshare, who activated the print, digital and social elements of the campaign.