Once a leader in art & creativity, the spirit brand had lost cultural relevance and its edge to truly engage a new generation of consumers. So ABSOLUT asked Giant Step to re-establish them as a relevant vodka brand amongst the 21-29 year-old creative class, playing off the brand’s history in art and music.
Giant Step conceptualized and executed "ABSOLUT X," a brand owned 360-experiential platform bringing together music, art, & cocktails.
The program centered around a series of 6 events in major U.S. markets (New York, Seattle, Philadelphia, Miami, Chicago, Austin) with 2,000+ guests per market. All talent was curated by Giant Step and featured music artists Bloc Party, Santigold, Grimes, visual artists such as Nick Cave & Agustina Woodgate and world-class mixologists such as John Lermayer. Activations at major festivals (Coachella, Catalpa) and 52 on-premise accounts rounded out the campaign.
A content portal – www.absolutx.com - acted as the hub of the program and featured editorial content targeted at the creative class, our syndicated 10 piece video series entitled “What’s Your X?” and a poster design contest via Talenthouse’s creative community.
ABSOLUT X successfully engaged the young creative class at its core.
Engagement: Over 20k guests from the brand’s target demo, 45,000 specialty cocktails sampled and 35k consumers recruited to ABSOLUT’s CRM database. 5k+ selected guests were engaged in 1-on-1 experiences, over 200 design contest participations and 44lk+ unique visitors engaged with creative content on absolutx.com.
Social & PR: X generated 3,000 Instagram photos and 1101 engagements, 750k+ Facebook impressions, 8MM+ Twitter impressions and 100MM+ PR impressions exceeding all target KPIs set by client.