Blobfish International has brought Aperol-branded boats to Melbourne’s Yarra River as the Australian Open gets into swing.
Campari Australia partnered with Blobfish via its media agency Mindshare and the pair worked closely together to deliver the activation, complete with grazing boxes and, of course, plenty of Aperol Spritz.
Blobfish wrapped 14 boats in Aperol orange for punters to pootle along the Yarra River. The WTC Dock in Docklands, where the boats launch, was also decked out with Aperol umbrella and seating for thirsty seafarers to relax before they set sail.
Blobfish International campaign director, Rose Rye, said, “We’ve thoroughly enjoyed bringing this campaign to life for Campari. Aperol is such a famous Italian aperitif – it’s well-known for being one of the best drinks to enjoy while taking in a stunning summer sunset, right before dinner. We really wanted to bring that relaxed, elegant Italian summer vibe to Melbourne and what better way to do it than with an eye-catching display on the Yarra River?
“We’ve been overwhelmed with the response to the campaign – it’s fantastic to see people taking and sharing selfies from the boats and really embracing the Venetian boating experience we’ve tried to create. We’re thrilled to have added to the festival feel currently alive and well in Melbourne.”
Campari Group marketing director, Paolo Marinoni, said: “We were thrilled to work with Blobfish International and Mindshare on this unique and creative activation. With all the excitement and verve of summer in Melbourne, we were excited to bring a little taste of Italy to the city. We’ve loved seeing the Yarra awash with Aperol’s iconic orange – it’s such a great way to tap into the Melbourne summer vibes.”
Mindshare head of partnerships, Oliver Hallstrom, said: “We were looking for an engagement tactic that would help Aperol stand out in a culturally meaningful way, whilst also enhancing people’s experiences and giving them a taste of what the brand means. Thanks to On A Boat and Blobfish we found the perfect way to do so, and the positive reactions so far are huge vindications for creating future, innovative brand experiences.”
The Aperol campaign will run in Melbourne until 28 February.
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