| Titulo | Absolut Jam |
| Agência | TBWA\PARIS |
| Campanha | Absolut Campaign Europe |
| Anunciante | The Absolut Company |
| Marca | Absolut |
| Data da primeira Transmissão/Publicação | 1999 / 1 |
| Produto | Vodka |
| Sector Empresarial | Bebidas espirituosas |
| Filosofia | Creative Strategy: The core aesthetic and emotional values of Absolut advertising were maintained while the successive generations of campaigns flattered the intelligence of the audience through in-jokes which play on the centers of interest or even the editorial content of the magazines in which they appear. Keeping Absolut at the cutting edge has also led the brand onto new territories, such as modern art and the Internet. Media Strategy: A press magazine campaign, enabling Absolut to interact with peoples centers of interest and permitting a tailor-made creative strategy for each group. General interest, current affaires and business magazines for Absolut Unaware. Travel, cinema, mens and womens fashion magazines for Absolut Aware and cutting edge, trend setting magazines for the Absolut Club target group. Results: Through the bold creativity of its advertising, Absolut has become an icon and has not fallen into the same trap of other luxury brands when they try to broaden their appeal. The new creative strategy increased awareness by 105%, penetration by 52% and market share by 43%. Overall, Absolut has managed to expand brand equity significantly in both awareness and penetration while maintaining its exclusive image. |
| Problema | Marketing situation: In 1992, Absolut decided to export its American success to the European market. Establishing the brand in Europe meant accompanying it through three stages: 1° Launch - Communicating the core brand values to opinion leaders. 2° Penetration - Establishing awareness among a wider population. 3° Animation - Constantly maintaining the dynamic of Absolut as a cutting-edge brand. Advertising Objectives: Overcome the paradox: broadening brand appeal means losing an image of exclusivity. Instead of looking at ways of making the brand more accessible to a broader target, a micro-marketing approach was developed, segmenting the market into three different groups (Absolut Club, Absolut Aware and Absolut Unaware) and developing tailor-made effective media and creative strategies for each one. |
| Tipo de Mídia | Imprensa e publicações |
| Director de publicidade | Martina Westin |
| Account Manager | Daniel Gaujac |
| Director de arte | Dan Braun |
| Redator | Daniel Gaujac |
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- AGÊNCIA:
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- AGÊNCIA:
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