Advertiser: PERNOD-RICARD BRASIL
Agency: VICE BRASIL
Category: Viral Film
Art Director: Felipe Oliveira (Vice Brazil)
Creative Director: Gabriel Klein (Vice Brazil)
Content Director: Fernanda Negrini (Vice Brazil)
Designer: Juliana Lucato (Vice Brazil)
Executive Director: Tony Cebrian (Vice Brazil)
Account Director: Vivian Buim (Vice Brazil)
Project Manager: Thiago Chinaglia (Vice Brazil)
Executive Producer: Gisa Gabriel (Vice Brazil)
Implementation
Research conducted with the target demographic revealed that São Paulo lacked a focal point for the creative community. Galleries sometimes created distance beween artist and public, and bars and live music venues could be too overwhelming. We decided to create a three-month-long pop-up space that combined the best elements of a bar, a gallery, and a music venue - an environment to stimulate creative debate and allow interaction with the brand. Filled with art, brand legacy and interactive elements, the first Absolut experiential space outside Sweden was born. Pernod-Ricard expected $1m in PR return and great target engagement.
Client Brief Or Objective
Absolut is very successful in Brazil. With a 78.3% share, it is the leader of the premium vodka market. However, while sales kept growing and the product went mainstream, its core values got lost along the way. Absolut has a long-established history of creative collaborations with artists such as Andy Warhol and Keith Haring, and Pernod-Ricard wanted to reinforce this message within the Brazilian market. In doing so they intended to create more proximity between the brand and the up and coming creative community in São Paulo through a unique brand experience.
Outcome
The $3.1m PR return on the investment was three times higher than the objective and the highest of any previous Absolut initiative in Brazil. The bar was voted #2 in 2012's Best Bars by Folha De São Paulo, Brazil's most popular newspaper. The success of Absolut Inn has led to the creation of a permanent Absolut bar in São Paulo. Most importantly Absolut Inn achieved credibility amongst its target market. The CRM program is ongoing and several of Brazil's brightest young talents in art and design are currently in discussion with Absolut in relation to future campaigns.
Relevancy
The limited lifetime of the space created urge to participate. Moreover, the space was constantly evolving - guest artist installations changed every two weeks and the calendar of free creative workshops and musical attractions was different every night, making visitors get involved and return. Every detail was treated as content that could be shared online from inside the venue, such as the music playing, drink recipes, bits of Absolut history and dozens of artists and exclusive recipe videos. Through careful curation of attractions we attracted the creative community and forged a connection that is now being developed through CRM.