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Absolut London Limited Edition

Client: Pernod Ricard
Brand: Absolut Vodka

Brief

We were asked to develop a campaign to support the launch of Absolut London.. the latest, limited edition variant of their world famous Absolut range. Our work would need to shout the quality message, drive advocacy among target consumers and reinforce the Absolut brand as a creative icon. We collaborated with Jamie Hewlitt (Gorillaz artist) to create eight characters from different time periods in London's history and bring them to life, online.

Idea

We developed a multi-layered campaign that could be enjoyed irrespective of the amount of time spent engaged with it. An online game built for Facebook, taking you through the ages of London, escorted by the individual characters from each era. We fused real world events and exploration with digital adventure, tongue-in-cheek quiz mechanics and gave everyone the chance to show off their incredible knowledge of our fair capital to their networks. By weaving images and music from the relevant time periods, we were able to create an immersive experience. We also called on our enviable black book of media partners to help us maximise reach for the campaign, embracing specific publications that would fit well with the lifestyle of the characters that had been created. Ultimately, we gave our audience something to have fun with, learn from and enjoy enough that they would encourage others to get involved, celebrating Absolut London.

Results

With reach of over 350,000 without spending a single penny on media and an average dwell time of over 7 minutes, this campaign represents huge cost effectivity without the all important brand engagement suffering.

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