NY-Z by Ketchum New York, TBWA\Chiat\Day New York for Absolut

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NY-Z

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Industry Vodka
Media Promo & PR
Market United States
Agency Ketchum New York
Agency TBWA\Chiat\Day New York
Director Danny Clinch
Creative Director Hoj Jomehri, Thiago Zanato Tripodi
Producer Linda Narvaez
Editor Paul Greenhouse
Released March 2010

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: PERNOD RICARD
Product/Service: ABSOLUT VODKA
Agency: TBWA\CHIAT\DAY
Agency: KETCHUM
Date of First Appearance: Mar 2 2010 12:00AM
Entrant Company: TBWA\CHIAT\DAY, New York, USA
Entry URL: http://www.facebook.com/ABSOLUT?ref=ts#!/ABSOLUT?v=app_10531514314&ref=ts
Executive Producer: Mark Figliulo (TBWA\Chiat\Day - New York)
Executive Producer: Matt Bijarchi (TBWA\Chiat\Day - New York)
Creative Director: Hoj Jomehri (TBWA\Chiat\Day - New York)
Creative Director: Thiago Zanato (TBWA\Chiat\Day - New York)
Agency Producer: Julia Menassa (TBWA\Chiat\Day - New York)
Executive in Charge of Production: Hugo Murray (TBWA\Chiat\Day - New York)
Group Account Director: Colby Webb (TBWA\Chiat\Day - New York)
Planning Director: Sarah Watson (TBWA\Chiat\Day - New York)
Executive Digital Director: Devrin Carlson-Smith (TBWA\Chiat\Day - New York)
Executive Producer: Ian Crystal (ABSOLUT Vodka)
Brand Manager: Troy Gorcyzca (ABSOLUT Vodka)
Director: Danny Clinch
Production Company: (Milkt Films)
Producer: Linda Narvaez (Milkt Films)
Director of Photography: Vance Burberry (Milkt Films)
Editor: Paul Greenhouse (Milkt Films)
Music Supervisor: Susan Schwartz (Platinum Rye)
Media placement: Worldwide Premier/ Live Screening - Jay-Z Concert At Madison Square Garden - 2 March 2010
Media placement: Trailer Launch - Online - 2 March 2010
Media placement: Digital Campaign Launch - Online - 2 March 2010
Media placement: Short Film Launch - Online - 2 March 2010
Media placement: Print - MSG Insider - 1 April 2010
Media placement: OOH - Madison Square Garden - 1 May 2010

Describe the objective of the promotion.
Madison Square Garden (MSG) approached ABSOLUT with an opportunity to sponsor a concert series. ABSOLUT saw a greater opportunity which went beyond sponsorship - to unite two of the world's most iconic brands, collaborate with artists, and create content which provides social currency and points of re-engagement for ABSOLUT’s target audience. The local key market of New York City was the primary focus. The objective of re-engagement is defined by four key measures of activation. How many people: 1. became a fan of ABSOLUT on Facebook; 2. Viewed the campaign’s content online; 3. Tweeted about the campaign; and 4. Bought product.

Describe how the promotion developed from concept to implementation
The concept was to give consumers access to content which was previously only experienced by artists playing at MSG. Jay-Z headlined MSG’s flagship 9/11 concert, and was also the star of ABSOLUT’s campaign. ABSOLUT allowed consumers to experience MSG as experienced by Jay-Z – from the music he plays, to the parties he throws, to the vodka he drinks. The result is a 15-minute short film and 60-second trailer featuring Jay-Z, called NY-Z. The launch of NY-Z at MSG was followed with an online activation plan, harnessing the power of celebrity and social media to generate buzz and increase relevance.

Describe the success of the promotion with both client and consumer including some quantifiable results
• Over 70,000 new fans on Facebook – allowing ABSOLUT to start a dialogue with the target. • Over half a million views of the content online after only one month – more than any other campaign in ABSOLUT’s history. • Tweets reaching over 15 million – a result of harnessing celebrity and social media giants like John Mayer, Nick Canon and of course, Jay-Z. • A suite of new NY-Z inspired cocktails were developed – living both online and at MSG. • Double-digit sales growth in the New York area – the halo effect of increased relevance.

Explain why the method of promotion was most relevant to the product or service
This launch took place at MSG. The worldwide premiere of NY-Z was screened in front of 35,000 screaming fans, only moments before Jay-Z took to the stage. Consumers were able to see and experience the creativity of the ABSOLUT brand (through content and collaboration) and the quality of the vodka (via cocktails themed specifically for NY-Z and served throughout the venue). Shortly after, we activated the program on the ABSOLUT Facebook page. Features included NY-Z, cocktails inspired by NY-Z, and exclusive content. Fans were encouraged to engage with the brand and each other.