Cannes Lions

Absolut Vodka Italy - More Open Words

PERNOD RICARD ITALIA, Milan / ABSOLUT VODKA / 2020

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Overview

Entries

Credits

Overview

Background

LGBT community has less and less space in Italy. During the Pride event in Milan, the brand was able to highlight its identity by approaching the target in a unique way.

We wanted to preside over an important moment such as Pride in Milan to communicate the presence of the brand and its proximity to the target. Involving influencers and the community as a whole, we first created a teaser communication on social channels and then we went to the territory to broaden our message through an engagement activity.

Idea

The name of the brand has a consonant and a dot at the end of its name. In the Italian language, it seems incomplete, undefined. Precisely this is the message: if there is no declination in male or female, anyone can choose how to define the Absolut brand. Without prejudice or empty rules.

Strategy

We wanted to carry out an operation that could be developed in a viral and spontaneous way, starting from a message from the Brand: clear simple and absolutely positive for everyone. For this reason, the message has been shared by more and more people and replicated, personalized and made unique by each user on social media.

Influencers have inserted into an indispensable mechanism of message amplification, guarantors of goodness, truth and the shareability of gender self-determination.

Key message is ""be free to choose who you are"".

The target audience is PROGRESSIVE CONNECTORS who are highly social, ambitious, open minded and interested in living and sharing new and meaningful moments together with their peer group. Strongly engaged in social and environment issues. In this particular case the target was also the whole LGBT community.

We've sent a bottle of Absolut, a t-shirt and a tote bag to influencers and that's it!

Execution

We have created a communication overseeing the social channels of the brand, on both Instagram and Facebook. We've involved the community in sharing these messages. Then, through the involvement of influencers known to the target audience, we broadened the message to the nation.

The message we communicated was a message of freedom and self-definition. For that, every user and influencer was an important part of the development of a common value.

During Pride in Milan, we distributed T-shirts with our message: this led the community to create thousands of UGC materials that were again re-shared by thousands of users."

Outcome

In a week, we got:

4,200,000 impressions

3,000,000 total reach on social media

4,000 comments

2,400 shares on social media

12% engagement rate

900 new followers

700 UGC

All the results were organic.

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