Absolut Vodka took its Canadian viral campaign to the streets of Montreal, Toronto and Vancouver recently. The company set up giant bottles of vodka equipped with a camera and touch screen. People walking by could stop, step up to the bottle and interact with the display, choosing different effects (background objects like ice cubes or their own distorted image) to make a short video before activating live video streaming on the Absolut campaign website.
“In Canada, we chose a non-traditional avenue to reach and engage our customers, who are younger, more urban and don’t view traditional media much,” explained Kelly Kretz, senior brand manager at Corby Distilleries Ltd., which has managed the distribution of Absolut products in Canada for a year now.
Toronto-based agencies Carat Canada (media & strategy), Isobar (digital) and Titan (giant bottles) jointly developed the campaign, which also features a short promotional film displayed on giant outdoor screens. Absolut’s agency of record is TBWA, also based in Toronto.
Dropping In On Shoppers
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