What if, on typical morning in London, when people were on their way to work, Absolut gave them a chance to drop everything and be whisked away on a private jet to an unknown location with a group of strangers for an unforgettable 24-hour experience…

Starting from that relatively simple core idea, each additional marketing platform integrated into the program was able to seamlessly be incorporated, not only offering new channels for reach and/or engagement, but also in many cases, helping solve logistical issues to how to bring execution to life, rather that add unneeded complexity.

Outdoor Campaign: Subway ads and fly-posters ran for the weeks leading to the activation, delivering the campaign tagline, while also informing audiences of the overall program.

Social Campaign: Social videos before and after drove awareness of the activation along with online buzz.

Newsletter: Uber sent two email blasts to their London user-base driving awareness of the campaign and the program and driving participation.

App Integration: Partnering with Uber not only gave a massive reach platform, but also a mechanism to connect with consumers.

Influencer: Our influencer host broke the ice between guests, while sharing the trip to all her followers.

Digital Film: We captured every moment for a digital film that told the full story of this incredible 24 hours.

Press: Two waves of outreach, first driving awareness of the program before the launch day, and then after, telling this unique story featuring the digital video.

Outdoor Campaign: This campaign, reached 28,600,000 media impressions, driving excitement for the brand and its idea of how its vision for how the Best Night Happen Out of the Blue.

Social Campaign: The social videos reached 1.7M total views, and online buzz around the campaign, made it London’s top trending topic in Twitter the day of the activation.

App Integration: Over 45,000 user-requests for the private jet over 4 hours the morning of the activation.

Digital Film: Released shortly after the trip the film told the full story of the program to our target consumer, and generated over 1,000,000 views on YouTube and 600,000 views on Facebook.

Press: The two waves of outreach, before and after the activation reached 96.4 Million media impressions in key media.