Absolut Promo YOU'RE WITH THE BAND by Family Business, TBWA\Chiat\Day New York

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Industry Vodka
Media Promo & PR
Market United States
Agency Family Business
Creative Director Marten Knutsson
Copywriter Tove Norström
Agency TBWA\Chiat\Day New York
Creative Director John Lagerqvist, Rob Baird, Ted Persson
Creative Jens Eriksson, Fredrik Karlsson, Jacob Åström, Tor Rauden Källstigen
Released August 2009

Credits & Description

Category: Alcoholic and Non-Alcoholic Drinks
Product/Service: ABSOLUT VODKA
Date of First Appearance: Aug 10 2009 12:00AM
Entrant Company: TBWA\CHIAT\DAY, New York, USA
Entry URL: http://www.absolut.com/rockedition
Chairman & Chief Creative Officer: Mark Figliulo (TBWA\Chiat\Day - New York)
Creative Director: Rob Baird (TBWA\Chiat\Day - New York)
Associate Creative Director (Art/Copy): Thiago Zanato (TBWA\Chiat\Day - New York)
Associate Creative Director (Art/Copy): Hoj Jomehri (TBWA\Chiat\Day - New York)
Executive Producer of Media Arts: Matt Bijarchi (TBWA\Chiat\Day - New York)
Art Producer: Julia Menassa (TBWA\Chiat\Day - New York)
Print Services Manager: Laura Custus (TBWA\Chiat\Day - New York)
Production Company: (Three on the Tree Productions)
Production Company: (Urban NYC)
Photographer/Director/Editor: Danny Clinch
Videographer: Grant James
Creative Director: John Lagerqvist (Family Business)
Creative Director: Mårten Knutsson (Family Business)
Art Director/Designer: Fredrik Lindquist (Family Business)
Art Director/Designer: John Lagerqvist (Family Business)
Copywriter: Tove Norström (Family Business)
Graphic Design: Christian Styffe (Family Business)
Digital Marketing Agency: (Great Works)
Creative Director: Ted Persson (Great Works)
Creative: Jacob Åström, Fredrik Karlsson, Tor Rauden Källstigen & Jens Eriksson (Great Works)
Media placement: Documentary Film - Online - October 2009
Media placement: Documentary Trailer - Online - October 2009
Media placement: Print Campaign - 3 Ads - Rolling Stone, Cosmopolitan, Vogue, Elle, Vanity Fair, Traveller, GQ, Le Tempesa - October 2009
Media placement: OOH - Germany, Australia, Spain, Argentina, Belgium, South Africa, U.K, Denmark, Swede - October 2009
Media placement: Bottle Skin - Packaging - October 2009
Media placement: Traveling Photo Exhibtion - Germany, Belgium, Sweden - October 2009
Describe the objective of the promotion.
Every year ABSOLUT develops and launches a limited-edition Bottle Skin for their Holiday value-added packaging initiative to be sold globally in stores and in duty-free. This past 2009 Holiday season they challenged TBWA to develop an advertising campaign for their already designed Rock Edition leather studded bottle skin that would have international appeal among 21-30 year-olds with a modern, urban sensibility. We chose to continue in the tradition of creative collaboration with visionaries, but those within the Rock and Roll industry in an effort to produce a truly organic and collaborative campaign.
Describe how the promotion developed from concept to implementation
We began by seeking out innovative visionaries that would harness the true and raw essence of rock & roll. It started with legendary rock photographer Danny Clinch. We then sought out up-and-coming rock band Wolfmother. Danny shot the band over the course of 2 days in Los Angeles while they recorded their new album, performed in concert and partied in the Penthouse of the Roosevelt Hotel. IAAW You’re with the band. The result was a massive library of photography and video footage to be used for Print, OOH, PR, online, and in stores to promote the limited-edition skin.
Describe the success of the promotion with both client and consumer including some quantifiable results
The Rock Edition Campaign was activated in 85 different Global markets and was the largest scale campaign for a limited-edition bottle skin in ABSOLUT’s history. A total of 2.7 million bottles were sold worldwide and the campaign encompassed 40% of all ABSOLUT-related PR Buzz for the first quarter of the 2010 fiscal year.
Explain why the method of promotion was most relevant to the product or service
The result of what was originally supposed to be only a print ad was a fully integrated global campaign to promote the sales of a limited-edition bottle skin. This campaign was larger and more impressive in scale than any other limited-edition holiday skin in ABSOLUT’s history. The authenticity of collaborating with true Rock and Roll visionaries spoke to the brand’s heritage and legitimacy and increased the appeal of the product.