ABSOLUT SF EXPRESSION Evolution Bureau para Absolut

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ABSOLUT SF EXPRESSION

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Sector Vodka
Media Promo / PR
Mercado Estados Unidos
Agencia Evolution Bureau
Executive Creative Director Stephen F Goldblatt
Copywriter Jean Morrow
Designer Geno Burmester
Producer Terence Lift
Editor Nadav Kurtz
Publicado junio 2011

Creditos y descripciones

Category: Alcoholic Drinks
Advertiser: ABSOLUT VODKA/PERNOD RICARD USA
Product/Service: ABSOLUT SF
Agency: EVOLUTION BUREAU
Executive Creative Director: Stephen Goldblatt (Evolution Bureau)
Art Director: Geno Burmester (Evolution Bureau)
Copywriter: Jean Morrow (Evolution Bureau)
Executive Producer: Craig Batzofin (Evolution Bureau)
Director Of Client Services: Cary Savas (Evolution Bureau)
Project Director: Bo Jacobson (Evolution Bureau)
Project Associate: Ryan Leong (Evolution Bureau)
Broadcast Producer: Therese Vreeland (Evolution Bureau)
Director Of Technology: Aaron Mcguire (Evolution Bureau)
Developer: Tim Kautz (Evolution Bureau)
Colourist/VFX: Max Stein (Evolution Bureau)
Designer: Geno Burmester (Evolution Bureau)
Junior Designer: Kyle Erickson (Evolution Bureau)
Director/Director Of Photography: Vincent Haycock (Logan Media)
Director Of Photography: Mark Martin (Logan Media)
Executive Producer: Matthew Marquis (Logan Media)
Producer: Terence Lift (Logan Media)
Editor: Nadav Kurtz (Barbary Post)
Music: The Dodos (French Kiss Records)
Media placement: Facebook Ads- 3 - Facebook - 15 June 2011
Media placement: ABSOLUT SF Video - YouTube - 15 June 2011

Describe the objective of the promotion.
ABSOLUT created their limited edition city series to celebrate the different cities on a local level, and in turn promote the brand as a whole. With ABSOLUT SF, the goal was to sell out of the limited edition and to engage San Franciscans, a group notoriously wary of big brands and advertising.

Describe how the promotion developed from concept to implementation.
The limited edition cities series began in 2007 with ABSOLUT New Orleans. Each limited edition bottle and flavour was an homage to the city that inspired it. In the spring of 2011, ABSOLUT released ABSOLUT SF. The ABSOLUT SF product was a blend of chardonnay, dragon fruit and papaya that came in a unique San Francisco bottle. To support the limited edition release, we created a social campaign that lived on Facebook and featured a dynamic video that represents your San Francisco. Additionally, out of home posters and a swanky launch party built up the buzz around town.

Explain why the method of promotion was most relevant to the product or service.
Our strategy grew out of the insight that San Francisco is a city that everyone makes their own. There isn’t one single ABSOLUT SF. We invited the locals to bring to life their own version of San Francisco with a dynamic video. Our campaign allowed the opinionated people of San Francisco to have a say in what defined ABSOLUT SF, and gave them the ability to share their views through Facebook. In the end, San Franciscans learned about ABSOLUT SF from the most reliable source: their Facebook friends.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Within 3 months, every last bottle of ABSOLUT SF had sold out. Consumers not only bought ABSOLUT, they also connected with the brand through the Facebook experience.