We proposed inventing the Red Passion invasion at certain spots in Madrid and Barcelona during a particular time slot. This time slot is defined by the positioning of the brand (a drink after work / relaxing / the first drink). The celebration of the Red Passion Hour varied depending on the day of the week and the time of the year. but it is always within a set time period and it arose from the coming together of two preliminary concepts. One arising in drinks bars (happy hour) and another arising from the streets of Madrid (sleepless nights). This is why we proposed actions in networks of night-time bars, actions on the public highway, the sponsorship of showrooms of young designers, presence at Bread&Butter and Cibeles, and ending with a contest at the fashion design schools.

From the concept of fashion, as a platform where Campari moves, Flash2Flash is commissioned with the preparation of an annual BTL communication plan that is sustainable over time and that add value to the brand. the actions will have coverage at the national level, mainly in the Spanish cities that are trend-setters and which are a reference point for fashion: Madrid and Barcelona.

Provide incentives for brand consumption, through tastings and product samples. re-position the perception of the brand in the mind of our target: banish old values and position it as a cutting-edge brand, elegant and original. Re-locate our targets and show them the possible combinations and the perfect times for enjoying a glass of Campari. Promote your distinguishing features, everything that makes it different: its taste and its colour, intense red.