ABSOLUT RIO EXCEPTIONAL MIX Super para Absolut

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ABSOLUT RIO EXCEPTIONAL MIX

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Sector Vodka
Media Promo / PR
Mercado Brasil
Agencia Super
Art Director Marcio Azevedo
Copywriter Daniel Viana
Publicado junio 2011

Creditos y descripciones

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: PERNOD RICARD BRAZIL
Product/Service: VODKA ABSOLUT RIO LIMITED EDITION
Agency: SUPER
Chief Executive Officer: Gustavo Aguiar (Super Produções)
Art Director: Marcio Azevedo (Super Produções)
Copywriter: Daniel Viana (Super Produções)
Planner: Mauricio Zerbetto (Super Produções)
Chief Executive Officer: Oskar Metsavaht (Om.art)
Account Manager: Tarcila Fujihara (Super Produções)
Media placement: News Paper - O Globo - 13/01/2012

Describe the objective of the promotion.
Launch a limited edition of Absolut Vodka that, for the first time, paid tribute to a Latin American city. The activities at the launch were created to present Rio de Janeiro with an artistic installation open to the general public, translating the concept of the guest artist into the creation of a bottle label. We created a large curtain of water onto which we projected an artistic film previously unseen that was created to translate the soul of the Carioca, a mixture of a cosmopolitan city scene and the relaxed mood of the beach lifestyle.

Describe how the promotion developed from concept to implementation.
We searched for the best means to take the label concept to a place of great visibility that associated it directly to the bottle: the Lagoa Rodrigo de Freitas, with the Morro Dois Irmãos stamped on its label as the scenario. To illustrate the transparency of the vodka bottle a 13x30m curtain of water was built to serve as a 'living screen' for the projection of the art film co-created with stylist Oskar Metsavaht. Besides this unprecedented projection, a tribute to the marvellous city, a promotion was created where for each bottle of Absolut Rio sold US$1 would be donated to improvements to Rio de Janeiro.

Explain why the method of promotion was most relevant to the product or service.
The projection of the film Absolut Rio onto a curtain of water in the middle of the real scene and the lagoon itself were absolutely pertinent to the transparency of the packaging and the landscape printed on the bottle: the Morro Dois Irmaos. The promotion was a present for Rio de Janeiro, an artistic installation without precedent in the city and open to the general public, at a location where thousands of people circulate, both Cariocas and tourists.
The launch mixed the urban scene with the relaxed mood of beach life in an intense and contagious manner.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The action, at a relatively low investment, exceeded all expectations of the client Pernod Ricard as well as surprising all at the scene from the assembly of the megastructure to the event itself. More than 20,000 people were impacted on the 2 days of projection, and spontaneous media to the equivalent of US$1.5m besides causing a huge buzz on social networks. (besides enjoying a great repercussion on social networks)
US$120,000 in donations for improvements projects to the city of Rio de Janeiro.