Absolut brings new limited edition of their product – Absolut Electrik
present the uniqueness of the new product
engage target group with the product live to make the experience memorable
generate content for online with the potential to create buzz about the product
Product Insight – this product does not differ from standard Absolut Vodka, the uniqueness lies in the bottle design.
Consumer Insight – consumers from the target group are fed up with ordinary parties and will gladly wellcome an unique event, from which they can obtain original content.
Create a party with electrifying atmosphere complementary to the new bottle design
Focus on the bottle
Organize launch event
Pass on the feeling from the product to the visitors - metalic, electrik, tech
Turn Tonight Electrik ⚡️
Introduce the bottle by promoting its uniqueness offline and online, with electrik features and technological gadgets throughtout the whole event.
The visitors will see, hear and feel the electricity from the bottle
For the event invitation we used an atypical projection of visuals projected from a moving car to buildings around the city center. We postproduced the material for an online video.
We produced engaging video profiles of the new Absolut ambassadors, who participated in the event realization. We spread the videos on the social networks before the event.
Branding on the Event
We achieved the brand visibility with creative decorations, banners and branded activities.
Product Launch Event
The new limited edition Absolut Electrik was launched with the main Launch Event, followed by the execution of two smaller spin-off events. Geographically we covered the target group throughout the whole Slovakia – Bratislava, Banska Bystrica, Kosice.
mirror man performance with the new bottle
famous DJs playing electronic music and techno
DJ fusions with electric violinist and electric boogie dancer
DJ battle of different electronic genres
Absolut Electrik Stage
Absolut Energy Freeze
Absolut Electrik Photowall
LED costumes for hostesses
What could be more electric than electric discharges and lightning? The question is the answer in itself. Therefore we created a realistic lightning show.
2x tesla coil dressed in Electrik bottle spreading the discharges and lightning
DJ was dressed in special anti-lightning suit
Absolut Electrik Photo wall
We did not stay just with the cage, but we wanted to literally make the attendees hair stand on the end!
With connection to Absolut Electrik bottle, we changed the ordinary photo shooting to an experience with goose bumps
Absolut Energy Freeze
To capture the high energy moments really originally, our R&D team developed a first in the world, real-time bullet time photo shooting using iPhones!
We captured the engaging moments of visitors and bottle filled with energy by Matrix-like shot, enhanced by the infinite background branding. The live pictures in gif format were uploaded automatically to our special Facebook page, from where the visitors shared the content in real-time.
Light Painting Shooting
Absolut is a brand that builds on artists and creativty so we created a special type of long exposure photo shoot with light painting. Executed by one of the most talented Slovak photographers Peter Kubalak. Peter is a big fan of Absolut brand and in the past he digitalized the Andy Warhol's collection.
We designed a photo shooting together, which catches and in a heartbeat it outputs the creativity of our visitors. They could share the electrik moments online right at the spot.
Based on his passion for the brand and dedication, we made Peter a brand ambassador. We create exceptional content for Absolut ever since.
We wanted the electric and high-tech appeal to be everywhere, hostess and barman staff included. In cooperation with designer duo factory WTF, we created futuristic costumes with LED lighting and robotic look.
The combination of Milan & Clementina with Absolut was electric, so we established a long-term cooperation and we also made them Absolute brand ambassadors.
Amplification phase – Online propagation of the content, Buzz, Spinoff small events (November – December)
Launch Event Outcome
Launch party for Absolut Electrik limited edition fullfiled its assignment
the visitors enjoyed an outstanding party with original attractions and program. We sold 800 tickets and electrized as much as 1050 people.
the bottle Absolut Electrik was presented as a unique and full of energy, while people drunk a record number of 2750 Absolut drinks.
content created on the event immortalized the electrik connection between visitors and the new bottle and also bridged offline fun with social networks, reached 112,800 views and is still spreading on the Internet