Absolut Vodka has launched a ‘Global Selfie’ campaign to mark the launch of its Limited Edition bottle, Absolut World. Developed specifically for the Travel Retail sector and to celebrate Absolut’s global unity brand pillar, the campaign was created by Agency TK and is now live in airports across Europe, New Zealand, Australia and Asia.
Aimed at millennials, the campaign is based around a Global Selfie web app, which was developed to unite travellers across the globe in a pixelated mosaic of faces that creates your own selfie image. Zooming into the image will reveal the details of the people that make up the face – the key to unlocking a world of new and unexpected experiences through local insider tips in the ‘Traveller Exchange’.
“It was a challenging brief but this is a brilliant campaign concept, combining creativity with industry-first technology which we have developed in-house,” said Nik Entwistle, Founder of Agency TK. “The Global Selfie web app is a great engagement tool for the milliennial audience and Duty Free space, and really brings the global unity message to life. Working alongside Absolut as lead creative agency for the global unity campaign has been a fantastic opportunity.”
TK’s Global Selfie platform invites travellers to take or upload a selfie, which is then reconstructed in a mosaic featuring over 6,000 faces of other people who have also used the app. Users can then explore the faces in their Global Selfie to see where they’re from and which hotspots they’ve recommended. The app uses a global server environment to ensure site reliability and rapid processing and delivery of the selfie mosaic. A full 24/7-moderation process has also been implemented to ensure compliance with the alcohol brand’s criteria and monitor user-generated content. All Global Selfie images are moderated within five minutes for optimum user experience.
As part of the omni-channel campaign, TK also produced an awareness video, social and digital collateral, and a range of toolkit assets. In addition, the web app was integrated with digital out of home screens in airports around the world to create a real-time stream of selfies and data which match the flight departures of the airport that day.
“The core of the web app is the unique and custom-built algorithm that detects the colour and shape of each individual selfie. Each one is then mapped into a pixel block before the selfie is produced in under 10 seconds,” explained Entwistle. “This a great example of an integrated campaign that brings together strategic consultancy, strong creativity, ahead of the curve tech and relevant amplification – our dream brief!”
“Absolut World is a strong statement and expression of a world without borders, united in peace, love and friendship. We’re proud to be adding to the celebration of togetherness through technology and a digital campaign that connects people around the globe as well as enhancing the travel experience,” said Lisa McCann, brand Director Absolut, Pernod Ricard Global Travel Retail. “It’s been a fast-moving, high-profile project which has enabled us to build a great partnership with Agency TK.”
Source: Agency TK