Brand Experience and Activation > Use of Promo & Activation
GREY 141 GROUP, Sao Paulo / PERNOID / 2013
Overview
Credits
ClientBriefOrObjective
To bring excitement and generate buzz in Brazil, around the launch of the videoclip and music co-created by Absolut Vodka and Swedish House Mafia.
Implementation
Technology: First, we set up a joystick to have a full control on the 3D dogs' pace to make them walk or run at various speeds;
Then, we put projectors hanged on vintage cars with the 3D dogs; Finally we started the night patrol to impact people every night on the streets, from midnight on.
Target: The places of the night patrol were chosen specifically to impact the core target, in front of main bars and discos.
Making of Video: We documented the whole action in 4 major cities of Brazil and released on YouTube just before the official launch of the campaign.
Outcome
Absolut Vodka is one of the world's most iconic brands and have been inspiring creations from all kinds of artists through it's history.
By combining technologies, we brought to life a surreal experience through motion street mapping to fuel the coolness of the brand, making people search about it spontaneously.
Relevancy
In 12 night races of motion street mapping we surprised more than 82.000 people on the streets of 4 major cities of Brazil, reached 836,079 views with Making Of Video on YouTube so far and made more than US$ 250,000 in PR return.
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