Title	THE ANDY WARHOL ART EXCHANGE BY ABSOLUT
Brand	THE ABSOLUT COMPANY
Product/Service	BEVERAGE
Category	A08. Use of Competitions & Promotional Games
PR Agency	JUNG RELATIONS Stockholm, SWEDEN
Entrant Company	JUNG RELATIONS Stockholm, SWEDEN

Name	Company	Position
Jonas Sevenius	Jung Relations	Creative/Strategic Director
Oskar Sundblad	Jung Relations	Digital Director
Simon Karlsson	Jung Relations	Production Manager
Julia Stenius	Jung Relations	Creative
Jacob von Corswant	Jung Relations	Creative

The Brief

In October 2014, Absolut transformed Andy Warhol’s iconic Absolut painting from 1986 into a three-dimensional bottle. We knew it would grab the attention of older generation, but our brief was to avoid nostalgia and create a promotional campaign that would engage the millennial audience. The objective was to engage the target group in a digital movement, linked to Warhol. Inspired by the Reddit’s Secret Santa gift sharing program, our strategy was to create a digital service that people wanted to participate in – and we motivated them with a chance to win an original artwork by Warhol himself.

Campaign Success

In October, we launched The Andy Warhol Art Exchange – the world’s largest art exchange, allowing online users to unleash their creativity by creating and swapping digital art. Artists, influencers, media and online-users from around the world were invited via e-mail, PR, banners, videos and partnerships programs. They all created art with our custom-built brushes, kaleidoscopic pattern-makers, a motion-based webcam transforming body movement into art, and a dual-screen solution allowing participants to use smartphones to paint at their laptop screen. Visitors voted for the best artworks and at the end of each month, all participants were randomly matched with another randomly selected artist, with whom they exchanged artworks. Some participants were lucky enough to be matched with a well-renowned artist, and the luckiest winner even received an original artwork by Warhol himself. Over the three-month campaign period, the buzz grew organically and soon we had a global movement going on.

Describe the success of the promotion with both client and consumer including some quantifiable results

This digital promotional campaign generated amazing results: - With more than 11,000 created artworks from 97 countries we met the objective of creating a truly global digital creative movement. - The mobile website, the sweepstakes and the limited edition bottle generated an earned media reach exceeding 400 million (VS a 250 M objective) - The teaser video alone, which invited people to the exchange and the sweepstakes, had more than 1,1 million YouTube views (objective was 400 000 views). - The average user spent more than 4 minutes on the art exchange mobile web site, which by far exceeds what they spend on the main absolut.com site. - 4 million Limited Edition Warhol bottles flew off the shelf at liquor stores all over the world.

Explain why the method of promotion was most relevant to the product or service

With the Andy Warhol Art Exchange, Absolut Vodka asked people from all around the world to unleash their creativity by creating and exchanging digital art. People from 97 countries signed up at our promotional website (absout.com/artexchange) to create digital art with their mobile phone, tablet or laptop. User voted for the best submissions and at the end of each month, all participants where matched with another artist with whom he or she exchanged artworks. There was a also promotional competition, as some participants where matched with well-renowned artists – and in a sweepstakes one user even won an original artwork by Warhol himself.