ABSOLUT MODE by POSSIBLE WORLDWIDE for Absolut

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ABSOLUT MODE

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Industry Vodka
Media Print, Magazine & Newspaper
Market Brazil
Agency POSSIBLE WORLDWIDE
Creative Director Renata Decoussau
Released November 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: PERNOD RICARD
Product/Service: ABSOLUT VODKA
Agency: POSSIBLE WORLDWIDE
Chief Creative Officer/Lead Creative: Andre Matarazzo (Possible Worldwide)
Creative Director: Renata Decoussau (Possible Worldwide)
Head Of Strategy: André Faria (Possible Worldwide)
Design/Development/Programming: Possible Worldwide (Possible Worldwide)
Event: Super Produções (Super Produções)
Media placement: Digital - Facebook - 15 October 2011
Media placement: Digital - Partner Blogs - 25 October 2011
Media placement: Launch And Sale - Pop-Up Store / Launch event - 21 November 2011

Describe the objective of the promotion.
Absolut Vodka had a very exclusive crowd as a target for this campaign. They wanted to have as influencers the most important and connected fashionistas in Sao Paulo, to help bring awareness to the launch of their new limited edition bottle, Absolut Mode.

Describe how the promotion developed from concept to implementation.
We selected 6 of Brazil’s most exciting up-and-coming designers to create a unique clothing collection, inspired by the new bottle and the most iconic fashion styles of all times.
We brought these fashion styles head-to-head for users to vote for their top favourites on Facebook.
These styles were in turn sent out to each designer as their guide for the creation of each new piece in the collection.
The creative process was meticulously documented in 5 episodes aired every day in partnership with fashion blogs.
The final collection was exposed at Absolut's pop-up store and unveiled at a launch party.

Explain why the method of promotion was most relevant to the product or service.
This crowd is almost immune to regular promotions. We needed to give them something new. So, we gave Brazil's most influential fashionistas something to talk about: a new clothing collection.
Each step was built in order to call our target’s attention for the final outcome. Creating awareness through Facebook and local fashion blogs helped build momentum to a media-covered exclusive party where the collection was disclosed.
This way, the residual in our target's mind would once again be that Absolut enabled something exceptional to be created.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With an increase of 50% in Absolute Vodka’s Facebook fan-base over the period, this promotion also deepened the engagement of the fan base with an average of 4.6 votes per visit. On the offline side, the PR buzz produced a substantial ROI of 10 times the amount invested in the promotion, especially in media directly connected to our fashionista target, creating a targeted awareness of this limited edition bottle.