Situation
ABSOLUT developed a ground-breaking project to announce the launch of ABSOLUT KRAVITZ- a new music initiative which involved Lenny Kravitz writing a song inspired by the brand values of ABSOLUT.

ABSOLUT wanted to:

• Deliver an integrated experience to consumers in a larger than life way
• Enable users to download the song, "Breathe" via Bluetooth or SMS
• Reflect the ABSOLUT passion for creativity and innovation

Solution

• Utilize Van Wagner's high profile bulletin in New York's SoHo district to reach hip, trendy, and tech-savvy target
• Incorporate communication technology by equipping the structure with DSL lines to provide interactivity
• Feature copy inviting consumers to enable their bluetooth or text to download "Breathe" for free

Results
This campaign not only generated tremendous amounts of press on a local, national and global level, but also successfully interacted with the ABSOLUT core consumer target.

• Created a buzz about collaborative marketing and communications technology:
  • Over 37,000 Unique Bluetooth Devices were "discovered" over a two-month period
  • Over 4,500 successful song sends over two months
  • Over 500 text messages sent over two months
• Reinforced ABSOLUT's position as a cultural iconic leader and ground breaking developer of content and functionality