Cambalache: One Night in Argentina
Wines of Argentina
The Challenge
Consumer wine tasting events were seen as conservative and stuffy and the client wanted to put on a game-changing event that was immersive and more in line with what the spirit brands were doing.
Insight & Strategy
Creating a cutting edge, multi-sensory wine event that showcased the culture, food and wine of the country and took consumers on a journey to experience the best of Argentina in a night.
Audiences experienced multiple experiences in one night including an outdoor BBQ (asado), live graffiti wall, Nuevo Tango dancing, a homage to Jorge Luis Borges, lessons in Argentine Slang, a Cumbia band, a Gaucho area to try Mate and several other areas including a music and wine sensory experience with world-renowned experts Charles Spence and Barry Smith
Tickets sold out in under 24 hours, and consequently, a second night was put on that also sold out.
The event went on to win two awards in the industry for best brand experience.
Solution
When wine events normally struggle to sell, tickets to Cambalache: One Night in Argentina sold out in under 24 hours and consequently a second night was put on that also sold out. An uplift of 10% in wine sales was noted by Wines of Argentina. The event went on to win two awards in the industry for best brand experience.
Wines of Argentina noted an uplift of 10% in wine sales.
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