IN AN ABSOLUT WORLD by Teran\TBWA Mexico for Absolut

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IN AN ABSOLUT WORLD

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Industry Vodka
Media Promo & PR, Case study
Market Mexico
Agency Teran\TBWA Mexico
Creative Director Erick De Kerpel
Art Director Christian Rio De La Loza, Oscar Cardoso, Damian Velasco
Copywriter Javier De Cortina, Benjamín Pedrero - Daniel García - Fernando Quiroz
Released September 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: PERNOD RICARD
Product/Service: ABSOLUT VODKA
Agency: TERAN\TBWA
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: TERAN\TBWA, Mexico City, MEXICO
Creative Director: Erick de Kerpel (Teran TBWA)
Art Director: Oscar Cardoso (Teran TBWA)
Art Director: Christian Rio de la Loza (Teran TBWA)
Copywriter: Benjamin Pedrero (Teran TBWA)
Agency Producer: Carlos Villela (Teran TBWA)
Copywriter: Javier de Cortina (Teran TBWA)
Art Director: Damian Velasco (Teran TBWA)
Media placement: Newspaper - Publimetro - 01 September 2009

Results and Effectiveness
-The campaign had a massive exposition, and this, along with the simplicity of the message, ended up positioning the new brand concept. - As a result of the campaign, brand awareness by 7%. In certain sectors, the activation had a more important remembrance than the commercial itself, and some people even kept the annexed newspaper as a collector’s item.

Creative Execution
- Our creative solution was to create our own newspaper, where every section and every news that appeared reflected this ideal world. -We made an annex of our newspaper to the “Publimetro”, a newspaper that is freely distributed and is one of our target’s favourites. There were over 130,000 pieces distributed freely in strategic zones in Mexico City.

Insights, Strategy & the Idea
- In Mexico, the global concept of the brand, IN AN ABSOLUT WORLD, was not fully understood. The client, therefore, requested a local piece that could help build the concept. - The Mexican audience considers Absolut a brand for young people, always with a characteristic language, which is both modern and innovative. -The insight behind the idea was to look at Mexico City through Absolut, thus turning the negative insights into something relevant and attractive for the target. We aimed to express the brand vision. - The idea was a very original way to bring the IN AN ABSOLUT WORLD campaign to life. It had a huge impact, and its massive exposition ended up clarifying the concept for the local market.