Absolut Digital, Case study One Source: Campaign by Native VML Johannesburg

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One Source: Campaign

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Industry Vodka, Mobile applications
Media Digital, Interactive & Mobile, Case study
Market South Africa
Agency Native VML Johannesburg
Creative Group Head Mari Basson
Chief Creative Officer Jason Xenopoulos
Executive Creative Director Ryan Mcmanus
Creative Director Adam Whitehouse
Copywriter Karmen Wessels
Production Egg Films
Director Sunu Gonera
Released October 2016


Cannes Lions 2017
Media Branded Content & Entertainment: Use of Branded Content created for Digital or Social Media Bronze Lion

Credits & Description

Title: One Source: Campaign
Agency: Vml
Brand: Absolut
Brand: One Source: The Song
Country: South Africa
Entrant Company: Vml, Johannesburg
Advertising Agency: Vml, Johannesburg
Media Agency: Vizeum Cape Town
Pr Agency: Capacity Relations, Johannesburg
Production Company: Egg Films, Cape Town
Additional Company: Enterprise Republic, Johannesburg
Ceo And Chief Creative Officer: Jason Xenopoulos (Vml)
Global Chief Creative Officer: Debbi Vandeven (Vml)
Executive Creative Director: Ryan Mcmanus (Vml)
Creative Director: Adam Whitehouse (Vml)
Creative Group Head: Mari Basson (Vml)
Head Of Design: Ernst Lass (Vml)
Project Manager: Heidi Thietz (Vml)
Agency Producer: Kerry Macdonald (Vml)
Copywriter: Karmen Wessels (Vml)
Account Director: Gia Pope (Vml)
Traffic Coordinator: Lara-Jean Matthews (Vml)
Data Analyst: Tiaan De Kock (Vml)
Motion Graphics: Gabriella Jardine (Vml)
Hip Hop Artist: Khuli Chana (Khuli Chana Holdings)
Hip Hop Artist: Kaygizm (Hip Hop Artist)
Hip Hop Artist: Victoria Kimani (Hip Hop Artist)
Hip Hop Artist: Sarkodie (Hip Hop Artist)
Hip Hop Artist: Vvip (Hip Hop Artist)
Hip Hop Artist: Patoranking (Hip Hop Artist)
Executive Producer: Kerry Hosford (Egg Films)
Director: Sunu Gonera (Egg Films)
Editor: Gordon Midgley (Deliverance)
Head Of Marketing: White Spirits And Rums: Melanie Campbell (Pernod Ricard South Africa)
Marketing Manager: Sarah Mansfield (Pernod Ricard South Africa)
Assistant Brand Manager: Lerato Dumisa (Pernod Ricard South Africa)
Marketing Project Manager: Anna Labuschagne (Pernod Ricard South Africa)
Editor: Carlos Feyder (Contractor)
Absolut is an iconic Swedish brand, but we needed to make it relevant in Africa. For centuries Africa has been known as the Dark Continent… but there is a new creative energy sweeping across Africa. We saw an opportunity to make Absolut the torchbearer for this Creative Revolution. We took Africa’s oldest truth (Africa is the ONE SOURCE of creation), connected it to a product truth (Absolut is the world’s only ONE SOURCE vodka) and partnered with hip-hop star Khuli Chana to create One Source, a musical collaboration featuring Africa’s biggest artists. Khuli incorporated Absolut into his lyrics. We used a symbolic blue flame as a brand signifier throughout the music video and supporting collateral. This, together with lyrics like “Jesus made wine so I turn my water into Vodka”, and “If the youth Be Absolut we be ready to move”, ensured that the brand was baked-in to the content.
Absolut’s One Source effectively combined owned, earned and bought media (across ATL, BTL, and digital channels) to drive awareness, engagement, and sales. By creating sought-after original content (including the One Source album and music videos) we were able to generate significant earned media for the brand. Our sponsorship of the MTV Africa Music Awards, together with strategic placements in other ATL channels, helped to drive awareness of our original content. We used social media to convert that awareness into engagement… and an extensive BTL campaign (including on-con, off-con, and limited edition packs) to convert engagement into sales.
Campaign Description:
We collaborated with African hip–hop icon Khuli Chana, and some of Africa’s biggest artists to create a concept album called “One Source”. This Pan-African musical collaboration celebrated Africa as the one source of all creation. It featured 10 artists, 8 original tracks, music video, documentary series, and live performances. The integrated campaign used social voting, online engagement, and brand experiences to involve the audience every step of the way, turning “One Source” into a war cry for Africa’s Creative Revolution.
Absolut Vodka is “The World’s Only One Source Vodka”. We wanted to use this unique product truth to reclaim the brand’s leading premium vodka status in South Africa.
One Source was a musical collaboration featuring Africa’s biggest artists. It included:•A concept album containing 8 original tracks (iTunes, Retail, Radio)•Music Video (YouTube, Facebook, TV)•Documentary Series (MTV, YouTube, Facebook)•Live performance of Khuli Chana at the MTV Nominations EventThis original content was part of an integrated campaign that included: •Launch TVC featuring Khuli (TV, Facebook, YouTube)•Billboards featuring Khuli •Microsite housing the content and facilitating music downloads (Web, Mobile)•On-going Social Engagement (Facebook, Instagram)•Online Videos with Khuli inviting audience participation (Facebook, Instagram)•Influencer Marketing (Khuli & collaborators’ Facebook, Instagram) •On-con and off-con activations•Limited edition “Khuli Chana Signature Pack”•Second limited edition “One Source Pack” with free music downloads•PR (digital, social, free TV and radio airplay on major channels)The integrated campaign involved the audience every step of the way, inviting them to participate in key creative decisions, generating awareness and driving brand engagement.
One Source is now being broadcast on radio and television channels across the continent – for free – diving talkability and sales:•The campaign generated 1.75 billion Media Impressions*•The “One Source” album reached #1 on iTunes in South Africa•Sales of Absolut Vodka increased by 84% year-on-year**•Absolut’s Market Share doubled (from 14% to 28%) since 2014**•Absolut is now the biggest selling premium vodka in South Africa*** Sources: BRC Radio Audience Measure, All Media & Products Survey, Crimson Hexagon, Vizeum, Newsclip** Source: Aztec Sales Data for Absolut Original