Absolut has partnered with JCDecaux Singapore to launch its first live social feed digital campaign. The campaign will run on the Digital Duty-Free Network across all four terminals at Singapore Changi Airport. The “Global Selfie” campaign to launch the limited edition “Absolut World” vodka will run from 8 May on 57 digital screens.
The live social feed capability adds to JCDecaux’s suite of solutions for 360 marketing campaigns to facilitate conversations surrounding brands, following earlier innovative tools like Wechat shake campaigns using beacon technology and Dynamic advertising using live feeds such as flight information.
Running on 85-inch digital screens around Changi Airport, the “Global Selfie” campaign brings together a global community of travelers through the sharing of local insider travel tips in line with the values of openness and unity seen in the new vodka bottle design, Absolut World. It invites travelers flying from Frankfurt and Singapore to upload a picture of themselves through its website with their name, age, city and recommend places they love eating, drinking and getting together with friends in their home city.
The insider travel tips and selfies are displayed on screens in terminals with flights departing to the cities mentioned. For instance, selfies recommending places in Singapore will be shown in terminals at Frankfurt airport only where there are outbound flights to Singapore. The selfies will be displayed against different themed backdrops such as “Ready for Your Trip”, “Join our Global Selfie” or “Unlock Local Hotspots” and will then be transformed into a photo collage.
Lisa McCann, brand director of Absolut, Pernod Ricard Global Travel Retail, said, “As the first of its kind, we’re excited to launch this unique digital campaign with JCDecaux, using smart technology to add to the celebration of togetherness that surrounds the launch of Absolut World. It is the ideal platform to defy the distances between us and carve out new connections across international l borders while truly enhancing the travel experience.”
“Today’s travelers are global citizens of the world. We are constantly exploring ways to marry the prominence of out of home media with the pervasiveness of mobile devices to bridge international shoppers via airports across the globe," Isaline Duminil, marketing director of JCDecaux Singapore, said.
"With smart devices making up more than half of the hand sets in use today, social live feed campaigns like Absolut’s “Global Selfie” campaign create more possibilities to reach out to well-connected consumers,” Duminil added.