WORLD´S LARGEST PHOTO EXHIBITON by TBWA\ Hamburg for Absolut

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WORLD´S LARGEST PHOTO EXHIBITON

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Industry Vodka
Media Direct marketing
Market Germany
Agency TBWA\ Hamburg
Creative Director Dirk Henkelmann
Art Director Philip Borchardt, Thiago Zanato Tripodi
Client Service Director Richard Breaux
Released October 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: PERNOD RICARD
Product/Service: ABSOULT VODKA
Agency: TBWA\GERMANY
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: TBWA\GERMANY, Berlin, GERMANY
Entry URL: http://www.absolut.com/de/rockcast
Chief Creative Officer: Stefan Schmidt (TBWA Werbeagentur)
Chief Creative Officer: Kurt Georg Dieckert (TBWA Werbeagentur)
Creative Director: Dirk Henkelmann (TBWA Werbeagentur)
Creative Director: Philip Borchardt (TBWA Werbeagentur)
Art Director: Thiago Zanato (TBWA Werbeagentur)
Art Director: Philip Borchardt (TBWA Werbeagentur)
Client Service Director: Richard Breaux (TBWA Werbeagentur)
Account Manager: Manuela Bosch (TBWA Werbeagentur)
Senior Strategic Planner: Christina Keller (TBWA Werbeagentur)
Art Direction: Susann Goerg (TBWA Werbeagentur)
Copy: Jessica Hoppe (TBWA Werbeagentur)
Media placement: Megaposter - München, Viktualienmarkt - 1. November 2009
Media placement: Megaposter - Hamburg, Gänsemarkt - 30. Oktober 2009
Media placement: Free Cards - Region Köln - 8. Oktober 2009
Media placement: Free Cards - Region Hamburg, München - 5. November 2009
Media placement: Banner - Gmx.de - 26. Oktober 2009
Media placement: Banner - Mtv.de - 28. September 2009

Describe the brief/objective of the direct campaign.
The 'In an absolut world' - campaign describes a world that is as perfect as Absolut vodka. In autumn 2009 Absolut wanted to start a conversation with the urban creative scene about the Absolut world, based on the brands art tradition.

Explain why the creative execution was relevant to the product or service.

The Execution had a strong focus on the brand without ever losing sight of its secondary goal: increasing sales. The art savvy audience was invited via free cards and received extensive background information via mobile content directly at the exhibition sites. Additional information, a tour plan and the complete audio guide were also available on the website.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Abslout created the first exhibition that turned an entire city into a museum. At a size of up to 240m², the works of photographer Danny Clinch were shown on mega posters, portraying the band Wolfmother and the pure Rock and Roll life. Free cards in bars showed the locations of the exhibiton. For more information people could download an audio guide via mobile directly at the exhibition sites. Further information, tour plans and the audio guide were also available on the website.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The 200,000 Rock Bottles were already sold out after a few week and tens of thousands of 'exhibition visitors', 1,554 audio guide downloads and numerous press articles also bear witness to the success of the world’s largest photo exhibition.