YEIJI
CHO
Advertising Campaign
#mixitup
Absolut
PROJECT MANAGER: JIHYEON YU
ACCOUNT PLANNER: DON ARMIN NAPAO
ART DIRECTOR / GRAPHIC DESIGNER: YEIJI CHO
GRAPHIC DESIGNER: TONI BALLESTEROS
The Needs
Millennial social awareness is part of their life because they have grown up with the internet and social media. With a social media campaign #mixitup, we are able to touch with them more effectively.
Absolut would perform as the main product of mixed drinks at home with fulfilling the needs. The brand will provide home party drink recipes on Instagram and it would be a trigger to let the audience interact with each other. This campaign can gather data like which flavour works among millennials and can establish the relation between Absolut and the target.
QR Code as a Bridge
#mixitup also adopts OOH advertising to enhance brand-audience communication. We placed the QR code on all ads outside to catch viewers' attention and give them a hint to interact.
By scanning the QR code, the audience would be led to the Absolut's website conveying an eco-friendly message, which is about recycling bottles. The page informs the targets of their brand story with sustainability, which potentially leaves a positive impression.
