Absolut Print ABSOLUT: GOLDEN TICKET by TBWA\Chiat\Day USA

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ABSOLUT: GOLDEN TICKET

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Industry Vodka
Media Print, Magazine & Newspaper
Market United States
Agency TBWA\Chiat\Day USA
Producer Maarten Sundermann
Editor John Carlucci
Released September 2011

Credits & Description

Category: Alcoholic Drinks
Advertiser: PERNOD RICARD
Product/Service: ABSOLUT VODKA
Agency: TBWA\CHIAT\DAY
Chairman/Chief Creative Officer: Mark Figliulo (TBWA\CHIAT\DAY)
Global Creative Director/Copywriter: Sue Anderson (TBWA\CHIAT\DAY)
Creative Director/Art Director: Hoj Jomeri (TBWA\CHIAT\DAY)
Head Of Production: Robert Valdes (TBWA\CHIAT\DAY)
Executive Producer: Darryl Hagans (TBWA\CHIAT\DAY)
Producer: Maarten Sundermann (TBWA\CHIAT\DAY)
Director Of Art Production: Teresa Rad (TBWA\CHIAT\DAY)
Artist: Jeremy Fish
Editor: John Carlucci (TBWA\CHIAT\DAY)
Print Producer: Joni Adams (TBWA\CHIAT\DAY)
Project Director: Christine Austin (TBWA\CHIAT\DAY)
Account Director: Geraldine Drpic (TBWA\CHIAT\DAY)
Account Executive: Andrea Bohdan (TBWA\CHIAT\DAY)
Media placement: Magazine - Juxtapoz Magazine - September 30, 2011

Describe the objective of the promotion.
Globally, ABSOLUT is an international mega brand with momentum. But due to the
onslaught of increasingly competitive communication - from all global spirits - an
opportunity existed to communicate the more emotional aspects of the brand, to
drive differentiation and premiumization, and reinforce brand perception. Rather
than compete for share of voice in an over-crowded category, the ABSOLUT BLANK
campaign would allow the brand to transcend the category, competing for share of
heart by emotionally engaging and connecting with its audience.

Describe how the promotion developed from concept to implementation.
We never wanted ABSOLUT just to SAY they believe in creativity, we wanted them
to SHOW their belief, and FACILITATE creativity. By allowing artists to create
original artworks in the shape of the bottle, and allowing the target to collect it we
did just this.

For this specific execution we partnered Juxtapoz magazine and artist Jeremy Fish.

Fish created 10 original artworks inside of the magazine in the ABSOLUT bottle
shape. We then placed these magazines in random locations across London. Fish,
Juxtapoz and various artblogs let the consumers know there were 10 original
artworks up for grabs.

Explain why the method of promotion was most relevant to the product or service.
Juxtapoz is an art magazine most fitting for our consumers who are creatively
minded. Jeremy Fish is an artist they are great fans of as he is contemporary and
cutting edge. Combining the two in order to create an emotional connection with
our market is hugely fitting and relevant.

Describe the success of the promotion with both client and consumer including some quantifiable results.
At the time of submission 7 of the artworks had been claimed. Lucky winners
placed their findings on Facebook and various blogs. Fish received personal letters
of thanks. This promotion contributed to the overall success of the ABSOLUT
BLANK campaign For audiences exposed to “Blank” research showed “ABSOLUT
is a creative brand” and “is an innovative brand” qualified as ABSOLUTs key
differentiators. There was a 317% increase in tweets associating ABSOLUT with