ABSOLUT Launches London Microsite Created by Holler

ABSOLUT, the UK's number one premium vodka, is stepping up its ABSOLUT LONDON campaign today with the launch of a new dedicated microsite created by London-based creative agency Holler.

 

The site – The ABSOLUT Spirit of London - will run for three months, expanding the brand's digital presence and developing existing collaboration with leading graphics artist Jamie Hewlett.

 

An interactive gaming experience, hosted by the site, allows users to visit and explore the different eras and inspiration behind four of Jamie Hewlett's unique character creations on the ABSOLUT LONDON limited edition bottle; Ernest Scrubbs (Dickensian), Suzie Q (60s Chick), Perry Lloyd (SKA) and Karl Bugle (80s Casual). All backgrounds and challenge elements are drawn by the artist himself.

 

Users can complete challenges in each of the characters' areas to unlock exclusive prizes, including original ABSOLUT LONDON artwork, signed by Hewlett. Different objects in each scene will also deliver facts and information from each of the different eras, provided by historian Stephen Armstrong who researched each period in-depth. Cass Browne created the scenarios and backstories for each character.

 

The launch follows the success of Holler's recent Instagram competition for the brand, which saw Facebook fans entering images that best capture London for the chance of winning a bottle of ABSOLUT LONDON. Holler also ran an f-commerce campaign in which fans could buy one of 50 limited edition bottles, with proceeds going to Teenage Cancer Trust, all of which sold out in 22 seconds.

 

Adam Boita, Marketing Manager at Pernod Ricard UK says: “The new site further amplifies our collaboration with Jamie Hewlett by bringing to life the inspiration behind the limited edition bottle, whilst also allowing users to explore London's cultural heritage. ABSOLUT London has quickly establish a loyal following, as proven last month when the collectors' edition tins we offered to our Facebook fans sold out in less than two minutes. This site is our next interactive offering to keep fans engaged with this creative campaign.”

 

Paolo Nieddu, Strategy Director at Holler says: “As with much of Jamie Hewlett's previous work, as soon as you see the ABSOLUT London character you immediately want to find out more about them. Therefore the priority for us when planning The ABSOLUT Spirit of London activity, was to create a digital engagement piece that allowed people to do explore, discover and share the rich cultural influences and back-stories of each character. This piece of activity certainly does that and more.”