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.