Challenged to come up with a disruptive creative concept to engage millennials around the world, Absolut Vodka wanted us to bring their global unity pillar to life in the travel retail space. We knew that the key to meaningful and relevant engagement with millennials was creating something fun and interactive with purpose beyond a photo – and so the Global Selfie was born. Concepted, designed and built in house, the Global Selfie is a web app that literally brings people from around the world together through a selfie made from a mosaic of faces.
Users can also interact through a Traveller Exchange on the app by leaving insider travel tips, allowing people to search for hidden gems around the world. Aside from sharing on social, the app also populated live feeds on OOH airport digital screens with Global Selfies and hotspot suggestions – even linking these up to the relevant departures on that day! This OOH media reached a whopping 12.1 million passengers with its message. With omni-channel touch points both in and outside the duty free space, we were able to truly bring the global unity message to life.
Engaging millennials from 36 countries with the app, the app united a total of 9.4 million people around the world. Marking their highest performing Instagram post in 2 years, our work also had a profound impact on bottle sales. The campaign saw a 32% uplift across total Absolut sales and the limited edition bottle even outsold Absolut Original. The entire project blended strategic insight, strong creative and industry-firsts in digital and technology, alongside motion, copywriting and social expertise.