Advertising campaign "Absolut (In an Absolut world)"
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Absolut: Week
| See full size 1278x901 px | |
| Released: | June 2008 |
| Advertiser: | ABSOLUT  |
| Agency: | TBWA\ |
| Country: | Germany |
| Category: |
Alcoholic drinks
|
| Awards: |
Cannes Lions 2008 Media Silver
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Use of Mixed Media
Category: Use of Mixed Media
Title: WEEK
Advertiser/Client: MAXXIUM GERMANY
Product/Service: ABSOLUT VODKA
Advertising Agency, City: TBWA\GERMANY, Berlin
Country: GERMANY
Media/Advertising Agency, City: TBWA\GERMANY, Berlin
Country: GERMANY
Category: Use of Mixed Media
Title: WEEK
Advertiser/Client: MAXXIUM GERMANY
Product/Service: ABSOLUT VODKA
Advertising Agency, City: TBWA\GERMANY, Berlin
Country: GERMANY
Media/Advertising Agency, City: TBWA\GERMANY, Berlin
Country: GERMANY
Credit Details:
| Name | Position | Company |
| Philip Borchardt | Creative Director | TBWA\ Germany |
| Sven Schцne | K-MB - Kamps Markenberatung | |
| Dirk Henkelmann | Creative Director | TBWA\ Germany |
| Jaime Mandelbaum | Art Director | TBWA\ Germany |
| Emiliano Trierveiler | Copywriter | TBWA\ Germany |
| Richard Breaux | Account Director | TBWA\ Germany |
| Manuela Bosch | Account Manager | TBWA\ Germany |
| Tanja Kurr | Project Manager | TBWA\ Germany |
| Harald Renkel | Head Of Design | TBWA\ Germany |
| Katrin Dettmann | Agency Producer | TBWA\ Germany |
| Birgit Gehrmann | Corporate Publishing Service | |
| Jan Leiskau | Corporate Publishing Service | |
| Hanna Rьbsamen | K-MB - Kamps Markenberatung | |
| Christoph Kamps | K-MB - Kamps Markenberatung |
Innovative Media Strategy:
In spring of 2007, Absolut Vodka launched its new brand campaign: IN AN ABSOLUT WORLD. It shows what the world would be like, if it were as perfect as Absolut Vodka. In order to excite people about the brand and its new campaign, Absolut requested communication that went beyond classic media.
Creative Execution:
To achieve this, we decided not only to show what an ABSOLUT WORLD looks like, but gave consumers the chance to experience it in their daily lives: We published the prefect newspaper. Distributed for free, with real editorial content that was entirely positive and interesting to read. We perfected a taxi ride by supplying a fleet of free-of-charge Porsche taxis. A visit to the nearest ATM cash machine became a unique experience, when we introduced a Happy Hour.
Target Audience:
Confident Explorers + Check Me Outs.
Effectiveness:
National press coverage of this ABSOLUT WORLD WEEK was gigantic. The different activities were featured in articles of over 55 print and online publications, and made the news on numerous radio- and TV shows. All together it generated a cool 35 million media content.