| Заголовок | Absolut Source |
| Агентство | TBWA\PARIS |
| Кампания | Absolut |
| Рекламодатель | The Absolut Company |
| Бренд | Absolut |
| Posted | Сентябрь 2003 |
| Продукт | Vodka |
| Бизнес сектор | Крепкие напитки, крепленые вина |
| История | SUMMARY An integrated campaign designed to develop brand appeal and sales of ABSOLUT in Europe while maintaining its icon status. This is a new chapter in a 20-year-old advertising success story. |
| философия | CREATIVE STRATEGY 1 - Continuity: abide by the strong yet simple creative principles behind ABSOLUTs success - The bottle is always the hero - 2-word headline (ABSOLUT + XXXX), which is new, fresh and keeps fans faithful 2 - Build an emotional bond by associating with each target's centres of interest - Play with the latest/current buzz, news, events, trends and "talk of the town" - Topical advertising plus "the copy fits the media" principles: maintain the core aesthetic and emotional values of ABSOLUT advertising while flattering the intelligence of the audience through "in jokes. 3 - Adapt to the level of maturity of targets' relationship with the brand locally - Develop 5 levels or modules of magazine ads (from lower to higher level of existing relationship with consumers) which could co-exist in the same market - Bottle ads: develop awareness for less mature consumers - Advanced / Seasonal ads: strengthen awareness and brand image for more mature consumers, able to "decipher" more advanced ads. - City ads: demonstrate understanding of local cultures and instil complicity with consumers - Fashion, art, cinema, music ads: enter the core of cutting edge consumers' culture - Flavour ads: renew interest and initiate fans to new tastes and experiences OTHER COMMUNICATIONS PROGRAMMES - Bartender events, barware and trade promotional gifts - ABSOLUT AKADEMI training programme for bartenders, employees, agencies and the trade - Online: absolut.com website and dedicated websites for specific ABSOLUT events TOTAL MARKETING EXPENDITURE 10 million to 20 million MEDIA STRATEGY 1 - A selective, qualitative and uncompromising use of mass-media - NO TV, radio, web banners or pop-ups, co-branding or co-promotion, sponsorship (unless original ABSOLUT events and exhibitions), product placement, price promotions, "bottle+gift" promotions - only witty press advertising - original and topical magazine ads in the same titles permanently refresh the brand image. 2 - Development of spectacular communication projects (the Wow Factor) which - Cut through media / advertising clutter - Speak to local insight / truth or international standing - Celebrate urban or seasonal themes - Create media buzz or "word-of-mouth" value - Examples of unusual formats or eccentric materials: visual wall projections, lenticular billboards (hologram effect), 3D billboards, animated billboards, huge outdoor, spectacular press inserts, "special builds" like the ABSOLUT ZERO bottle-shaped ice-rink in Covent Garden, the ABSOLUT CITRON artificial island on the Thames, etc.) |
| Проблема | CAMPAIGN OBJECTIVES - Significantly increase overall brand awareness in key European markets - Significantly increase the consumer base in terms of penetration, consumption/sales and market share - Maintain brand image and status all over Europe: an icon at a premium price. This meant that classic sales promotions and overuse of mass media could not be used. TARGET AUDIENCE - Core target : LDA (legal drinking age) to 25, trendsetters / cutting edge - Wider target : LDA to 35 (depending on media selection) who could become fans of an icon brand. They are premium spirits drinkers, equally split between the sexes, active, youthful, trend conscious, fashionable, urban and educated. |
| Тип медиа | Печать |
| Рынок | France, Germany, United Kingdom, Spain |
| Менеджер по рекламе | Michael Persson |
| Director of Communications WW / Absolut | Michael Persson |
| Директор рабочей группы клиента | Thomas Cléret |
| Коммерческий директор | Thomas Cléret |
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