This document discusses Pernod Ricard Romania's marketing campaigns for Absolut vodka. It describes a campaign using augmented reality and interactive displays around holidays to promote the "Stay True" message. Metrics showed the campaign generated 400% more in-store engagement than regular stores. Another campaign around the Untold Festival involved an exclusive Absolut Electrik bottle and festival pass bundle on the eMag e-commerce site. The 1000 packs sold out within 24 hours, reaching 3.4 million people on social media. The bundle became the third most talked about e-commerce product in Romania in 2015.

1. Pernod Ricard Romania
Inovatie in Implementare
Andrei Schiopu
Trade Marketing Manager
Pernod Ricard Romania

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3. Viral concept … real world results
 Great reception from creative
communities
 Influencers strategy PR enabled us
to improve reach
 A BOLD NEW COMPANY
COMMUNICATION STYLE
RESULTS
 Swedish humour works in …
SWEDEN
 Viral concept does not mean
VIRAL RESULTS
 Bold and courageous execution
DID strengthen ABSOLUT’s
creative attribute
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4. BACK TO REALITY… Marketing success may be a bit more boring
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5. City Sights was part of a 16 months plan focused on creative spirits
Bring STAY TRUE to life through creative partnerships
Use limited edition bottles to deliver the message
Passion Heritage Community
Xmas 16 Easter 17 Xmas 17
• Explain the
concept
• Dave Ma’s
example of
passion
• Our
Heritage
• Modern
Scotalnd
• Local
stories
• Vibrant
Romania
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6. Introducing the off trade to the digital world
Augmented reality for Easter Interactive display for Xmas
Delivering ROS
growth together
with E-Crm
recruitment in L3F
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7. Mixing True Music while buying True Whisky
Maximize in store visibility and promote TRUE MUSIC
platform in off trade
Mechanic:
• Interactive display’s included in FSDU unit
• Shoppers were invited to “MIX” their own, Bucharest
tune and share it on social media
• No “free gift” other than their own creation
• On bottle communication ensuring shoppers
understand the Limited Edition is the same product
• Secondary placements in all activated stores
• E-commerce activation on Bringo (Carrefour’s platform)
• 8 stores over 26 days
• 2000+ contacts ( + 20% vs Target)
• 300+ registered to E-Crm database (+10% vs Target)
• 10% of sales through ecommerce (600% uplift vs Dave MA)
• In store theatre generated 400% uplift vs regular stores
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8. The in store experience
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Bringing festivals partnership in E-commerce

10. BIG IDEA
Capture the e-commerce opportunity with a must have offer,
targeting UCMs (aspiring socials).
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11. ABSOLUT unveils the UNTOLD festival
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All the brands sponsoring
the festival want to be the
first to communicate the
partnership in order to catch
consumers attention
ABSOLUT launched a
new limited edition:
ABSOLUT Electrik
eMAG - The biggest**
e-commerce retailer in Romania
introduced the “supermarket”
category together with
Mega Image (a big KA chain)
Untold Festival in Cluj
Is the largest electronic
music festival in Romania,
and Eastern Europe
Unique, e-tail exclusive,
ABSOLUT Electrik
+ UNTOLD Pass
Consumer takeout:
ABSOLUT takes me to UNTOLD
*Shortlisted Best new Festival and Best Major Festival (European Festival Awards 2015)
** ranked 7th in top Romanian websites with 2 million unique visitors daily
Very high demand for
festival passes

12. The MUST HAVE gift pack for electric music fans this Xmas
Bought Media Earned Media
Media Partnerships
- 4 articles on top relevant
websites for UCMs
announcing the special
bundle
Newsletters
- Special newsletters sent
to Mega Image and eMAG
databases
Facebook
- Facebook promoted posts
on our page and special
posts on media partner’s
pages
Website banners
- Special banners &
homepage
announcements
on eMAG
- Widgets on
eMAG
• In partnership with UNTOLD Festival, ABSOLUT launched a special pack (ABSOLUT Electrik 0.7L & UNTOLD pass) a special
price - Limited to 1000 packs
• Communication went live Dec 7th
• Promotion started on Dec 14th , 2 p.m. exclusively on eMAG (biggest ecommerce website in Romania, partner of Mega
Image) until Dec 21st
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13. 3 400 K
Total
Reach
2 K
promo
clicks
700 K
unique
FB users
1000 packs SOLD OUT in 24h
7 days
1000
packs
sold
1000
packs
24 h
500 K unique
FB users
3.7 K
promo
clicks
2.000 K
Total
Reach
KPIs
Results
• In the first 15 minutes, 350 packs were already sold.
• 60% of Romania’s on line population reached (3 million) in less than one week
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14. Top 3 – most talked about ecommerce product in Romania in 2015
• Our unique bundle entered directly on the 3rd position of the most talked about e-commerce content
2015 top.
• The only spirit product to reach this position.
• The first two places are taken by Tecmobile Titan 600 (mobile phone) and Converse (shoes).
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Most talked about
E-tail pack of 2015
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15. Thank you!