Disruptive, creative concept? Check.
Experiential execution? Check.
Millennial engagement? Check.
Some people may see these as just buzz words of the moment. For us, they’re very real. Absolut Vodka believed in us and the potential power of united selfies – which tick all of these boxes.
Our brief was to bring Absolut’s ‘global unity’ pillar to life with millennials in the travel retail space, and celebrate the launch of the new Absolut World Limited Edition bottle.
We rose to the challenge, knowing that relevant and meaningful engagement was key for millennials to engage. So we created something new, fun and interactive that has purpose beyond a photo – the Global Selfie was born.
We created a web app to bring people together, literally, from all over the world in a pixelated mosaic of faces, creating your own selfie. Concepted, designed and built in-house at Agency TK, it’s the perfect combination of creativity and technology. The app also includes a ‘Traveller Exchange’, a hub of insider travel tips recommended by locals who have created their Global Selfie. Integrated with Google, this database invites users to add their favourite local hotspots and allows them to search for hidden gems all over the world.
The app was built not only to enable sharing on social, email and Whatsapp, but it also facilitates and populates a live feed with Global Selfies and suggested hotspots on OOH digital screens at a variety of airports across Europe and Asia. Taking it a step further – the data shown on screen matches the flight departures of the airport that day!
With digital at its heart, the integrated campaign featured omni-channel touch points both in and outside duty free to bring the global unity message to life. Blending strategic insight, strong creative and industry-first digital and technological know-how, alongside motion, copywriting and social expertise, this was a dream project for Agency TK.
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