Absolut Case study WHAT DOES ABSOLUTE SOUND LIKE? [Video] by PHD Bogota

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Industry Vodka
Media Case study
Market Colombia
Agency PHD Bogota
Creative Director Pedro Miguel Rodriguez
Released May 2013


Cannes Lions 2013
Media Lions Best Integrated Campaign; Best Use of Integrated Media Silver

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Product/Service: ABSOLUT VODKA
Strategic Director: Cristian Jaramillo (Phd Colombia)
Creative Director: Pedro Miguel Rodriguez (Phd Colombia)
Proyect Manager: Stuart Gonzalez (Phd Colombia)
Account Manager: Carlos Felipe Romero (Sancho BBDO)
Ceo: Felipe Jaramillo (Neurofocus)
Account Manager: Maria Quiazua (Sistole)
Brand Manager: Carolina Franco (Pernod Ricard)
Music Director: Alejandro Marin (Todelar - La X)
Music Dj: Alvaro Uribe (Todelar - La X)
Comunity Manager: Mauricio Alvarez (Sancho BBDO)
Account Manager: Adriana Morales (Phd Colombia)

Results and Effectiveness

ABSOLUT VODKA sales exceeded 26% from July to October 2012 compared to the same period of 2011.
The Facebook fans were tripled. Twitter followers increased 50%.
ABSOLUT REMIX app. reached a peak of 14% engagement.
Over 2,000 minutes of video interaction were recorded.
Though Absolut Colombia has 13 times less fans than the brand community in Mexico, the number of remixes made in our app exceeded them by 60%.
The artistic cooperation with the recognized designer was one of the best runway shows in ColombiaModa2012. Today most Colombians know the sound of Absolut.

Creative Execution

In Colombia no radio show focuses on electronic music, so we create one. Working with leading Djs in electronic music scene we built a space to explored trend music and the sound of Absolut.
We activated our digital channels and the Dj's social networks to lead the audience to the video and the Facebook app.
Our Dj's created their own versions of the Greyhound theme, using the app, and invited people through the radio shows to make their own, asking the question: What does Absolut sound like?, the reward: A paid trip to assist SHM concert in Stockholm.
Fans made more than 800 remixes during the 3-week contest, to determine the winner, we teamed up with Neurofocus, to evaluate their neuronal responses.
We even teamed up with a fashion designer to create a collection inspired by the sounds of Absolut Greyhound, presenting it at the nation’s biggest fashion event (ColombiaModa2012).

Insights, Strategy and the Idea

Absolut Vodka is recognized as a creative, visual brand. In a global partnership with electronic music legends Swedish House Mafia, promoting the stylish simplicity of vodka with both an original dance track, music video, and drink, Absolut Greyhound was born.
Our job was to bring this latest artistic collaboration to life in Colombia, facing several challenges:
1. How to take a uniquely visual brand into music, based on a band that had very low recognition?.
2. Using a music content to achieve faithful followers and improve the performance of the social networks of Absolut.
3. This ambitious approach would bring a 19% increase in sales from July to October 2012
Everyone knows the iconic look of Absolut. but What does Absolut sound like? This simple question was the way to design a content platform, where the radio was able to connect the electronic music with all media efforts.