Electrik
Supporting the launch of Absolut Electrik with an imaginative content led campaign
Challenge
To promote the new Absolut Electrik bottle, we were tasked with producing content to support the various launch events. With limited numbers able to attend each event, we needed to create an engaging digital space that enabled a wider audience to interact with the content and product, not just those that could join the parties. The message was clear, ‘Absolut is transforming nightlife through technology and music’ - we just needed to define the method.
Solution
We devised a new creative approach for covering traditional events, and by working with ATL agency Sid Lee to amplify them we framed this launch space as something accessible to Absolut’s audience.
By utilising influencers on the cusp of major success, including Michael B. Jordan and Zoe Kravitz, we aligned ourselves with an audience at the forefront of revolutionising a night out, helping us to define what an #AbsolutNight really is.
We then created an online platform to showcase Absolut as pioneers in transforming nightlife through technology - partnering with the world’s first and only robotic bartender. To highlight this partnership we paired the robot with a world-class mixologist in a unique collaboration.
This led to the production of an online platform where our audience could interact with a virtual version of the robotic bartender, dubbed EB-7. On the site, EB-7 would discover the personality and taste of the user by asking questions and taking note of the response. This process led to the users having their very own personalised cocktail created. This was achieved by integrating the Google web-speech API into the fun and engaging website.
Activity
To support the launch of Absolut Electrik we produced three videos with our key influencers - Michael B Jordan, Zoe Kravitz and Jamie Chung – and another three detailing the launch party itself.
When it came to supporting the technological aspect of the campaign we produced further content for our audience to engage with. This included three videos showcasing the relationship between EB- and our mixologist, as well as eight how-to videos based around the campaign-based drink recipes.
The collaboration between the robotic and real-life bartenders allowed us to produce various social assets, including stills and GIFs, while we were also able to offer our audience a reward for their participation in the digital experience we created, providing them with their very own personalised cocktail recipe card.
Result
The Absolut Electrik platform we designed and created was picked up numerous markets around the world, with the majority asking for their own local version to be produced. Alongside the content shared across social channels, videos created with our influencers especially made quite an impact, with a reach of 4 million and 40,000 interactions.