Absolut Vodka and OOH advertising agency JCDecaux Singapore's selfie campaign taps into the community-enhancing properties of social media and the drive for globalization. Running from May 8th on 57 digital screens at Changi Airport in Singapore, the initative prompts travelers who are waiting for boarding to snap a picture with their phone and upload it through the Absolut website, along with their name, age, city and travel recommendations.
The Absolut Global Selfie campaign promotes the company's launch of a limited edition spirit, named 'Absolut World' vodka. The 360 marketing strategy is successful as it allows people to express themselves and their opinions during times that are usually particularly frustrating. With an airport full of travelers from different parts of the world, the Absolut selfie campaign aims to spark conversations.
Traveler-Connecting Selfie Campaigns
Absolut & JCDecaux Singapore Launch an Interactive Initiative
Trend Themes
1. Community-enhancing Social Media - Disruptive innovation opportunity: Develop a platform that connects travelers through social media, facilitating conversations and recommendations.
2. User-generated Marketing - Disruptive innovation opportunity: Create campaigns that invite users to participate and share their experiences, creating a sense of ownership and authenticity.
3. Globalization-driven Initiatives - Disruptive innovation opportunity: Explore collaborations between brands and airports to target global audiences and promote cross-cultural interactions.
Industry Implications
1. Social Media Platforms - Disruptive innovation opportunity: Develop features that specifically cater to travelers, allowing them to connect and share their experiences in a unique way.
2. OOH Advertising - Disruptive innovation opportunity: Incorporate interactive elements into out-of-home advertising campaigns to engage consumers and create memorable brand experiences.
3. Alcohol and Spirits - Disruptive innovation opportunity: Integrate technology and experiential marketing to capture the attention of consumers and differentiate the brand in a competitive market.