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Absolut
Buenos Aires

Objective

Absolut Vodka was launching a new Limited Edition from their Cities Collection: Buenos Aires.

Local old-millennial were the core target: they find the brand aspirational although being premium and expensive made them feel disconnected towards it. We had to close that gap, improve engagement & turn the 82,000 bottles into a must have.

Solution

Is there a better way to connect a product to its audience than showing that their interests are part of its design? And even better if we could display one specific creative asset taking into account real time data (geolocalization, interests, intent and behavior) and add an innovation layer to overcome the brand´s challenge: dynamic creative assets.

We built 5 audiences using 1st & 3rd party data which also guided our creative asset production. Our display programmatic strategy started with dividing the city into hot zones and geolocalization data was collected in real time to serve a specific creative. When users clicked on the creative, they landed on a mobile first site where they could rotate a bottle 360°, purchase it in just 2 clicks (plugging in a 3rd party ecommerce) or pin a collaborative city map of memories by composing a paragraph, adding Instagram images and Spotify songs.

Results

The campaign not only accomplished the communication objectives, but also led to the sale of 82k bottles! This Mobile First Campaign, empowered the brand to connect with its local audience in an innovative way, closing the perception gap and overcoming the cold and VIP-only halo.

Absolut became the first brand in Argentina to run a mobile programmatic campaign using tailored audiences, geolocalization and interest data in real time.

Porteño´s pride aside, who wouldn´t want to expand his private collection with the most beautiful city bottle in the history of the brand?

 

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