Absolut - Handout by dere kú

Eder Gutiérrez Miriam Feldmann Blanca Elia González 4

< ABSOLUT SWOT ANALYSIS < DIGITAL MARKET TRENDS < DESCRIPTION OF DISRUPTIVE INNOVATION DIGITAL BASED IDEA < PAINTING DETAILS < SPREADING THE IDEA. PILOT PROJECT, SPAIN. < EMPHACY MAP < GANTT CHART < BUDGET ALLOCATION < OBJETIVES

. SWOT ANALISIS

STRENGTHS • Good quality achieving a good consumer loyalty • All the processes are made in the same town (Ahus) • Unique production methodology (destillation process) • Well-known brand with a wide experience since 1879 • It offers nearly 20 different flavours • Powerful image of company closely connected with art and chic • World renowned advertising campaigns WEAKNESSES • Overall attitude is good but better in women than in men • Main appeal among too young generations • Perceived as expensive (as study markets said) OPPORTUNITIES • New raising trend in cocktail drinks • An increasing new market in the emerging countries • Less restrictions or trade barriers THREATS • Economical crisis • Raising of cost labour • Increasing taxes tendency in several countries • A more sensitive customer to price • New possible competitors growing in emergent countries (BRICS) 6

. DIGITAL MARKET TRENDS

Brands driving their customers to action by delivering engaging experiences. <

Retail experiences

Audi | Audi City High-definition configurator where a personalized car is visualized in photorealistic 3D using real-time render technology. <

Online experiences.

Axe | Anarchy The Graphic Novel Anarchy was shaped by the suggestions and votes of consumers. MacDonals | Make your own burguer Configurator for fans to design the burger of their dreams, being the one with the most votes launched in McDonaldâ&#x20AC;&#x2122;s. <

Spirits brands

42 Below Vodka | The escapist Mobile application indicates that the player had just 4 minutes 20 seconds to reach a point 1 mile from their location. Bacardi | Unwrap the Night Uses Facebook data to create an immersive, personalized video experience within a party. 7

. IDEA PRESENTATION

internet

Real Control

Mobile application

Automated painting machine

Shirts 8

Canvas

GLOBAL AIM • To give the opportunity to Absolut´s customers to be part of an innovative way to make contemporary art using technology. To put the art in everybody’s hands while we face a great opportunity to expand the creative image of the brand. Absolut will, somehow, change the traditional conventions that have defined the art world doing something unique and making people think out of the box. WICH IS THE IDEA? • Absolut will be the designer of the first automated machine able to create painting artworks following the instructions of one user employing an application in his mobile phone. The user will intuitively control the movements of the machine from his application while a live view camera shows what is being done at every moment. WHAT ARE YOU TALKING ABOUT !? • Here there is an example of one automated machine painting in canvas. but with some differences • There will be more than one tool. • The motion part will be the canvas. • It will be remotely controlled by humans using a mobile app. http://vimeo.com/20399624

. HOW? VIRTUAL CONTROL - APP SIMULATOR

Mode Selection

Virtual drawing - artist colaboration

VOTE COMPETITION

most voted

REAL CONTROL Painting machine

FINAL ART-EXHIBITION Awards 10 000 € 10 000 €

VIRTUAL CONTROL - APP SIMULATOR • The number of artworks will be limited due to materials and time, so the people interested in using this unique machine have to demonstrate what they would be able to do with it. • We will develop a virtual simulator where people could make virtual artworks choosing the format: t-shirt or canvas. Famous people or artist will draw some shapes or lines within the artwork. These configuration will be changing every 10 days to keep engaging.

Users will complete them in their own way. VOTE COMPETITION Once they have finished the picture they will compete to be the most voted. • Buying an Absolut bottle - till 5 points • Sharing in Social media and getting feedback - till 10 points • Website votes - till 50 points Winners will get an schedule to choose the time to create his real artwork. On the other hand everybody else could keep trying in next competitions. REAL CONTROL After painting their real artworks these will be exhibited in the Guggenheim museum until next round substitutes them after 20 days. Then, they are delivered to the owners.

FINAL ART-EXHIBITION We will celebrate an event where important people from culture scene will be invited. A selection of the best artworks will be shown in a catwalk and a canvas exhibition. • Absolut will award the most unique artworks with a prize of 10000 € for each category. 11

. PAINTING DETAILS

Automated machine The machine will integrate as many painting methods as possible to boost creativeness including as well options to play with textures, colour, volume, shapes and little objects. - The painted part consists of a canvas or t-shirt placed horizontally in its initial position and it will get the motion to be painted. It could be moved horizontally and also modify the inclination thanks to servomotors installed in its sides. - The painting part consist on tool carousels with vertical and rotary motion assembled in shafts: • “01.Cylindrical tools” as different colours markers, rectangular and circular brushes or sponge (with an additional handle). • “02.painting box” where paint will be mixed and prepared to obtain the desired colour or mixture which will be directed towards the canvas flowing before through changeable endings (circular, linear). The mixture could be also used with the brushes. • “03.dropper” (just available for canvas) will give the choice to select different materials to be launched. The predefined will be rice, soil, little balls, papers, pieces of electronic... 12

. S PREADING FA M O U S

P R E S E N TAT I O N

GUGGENHEIM MUSEUM

B O O S T I N G D I F F U S I O N + M U TA

SOCIAL MEDIA + ART SCHOOLS MEETINGS

. PILOT PROJECT SPAIN Our aim is to start in one country in order to export the idea all around Europe or any place desired. So, Spain could be considered a ‘Pilot Project’ where to learn and evaluate the results. COUNTING ON FAMOUS PEOPLE • Famous people will lead the different formats (shirts and canvas) linking their image with the idea an encouraging people to imitate and collaborate with them. PRESENTATION EVENT • Will take place in the museum with the presence of the famous people. • All the canvas and t-shirts painted by the leading famous will be exhibited around the machine within a performance. • This will have a powerful impact on the social communication media helping show the idea to the public. GUGGENHEIM BILBAO MUSEUM • The museum will host the machine for four months. • Every ten days, the exhibition will be renewed with the new canvas. • The showroom will be interactive including the latest technologies (touch screens, gesture tracking..) where visitors could also get involved in the idea. BOOSTING DIFFUSION • Record Guiness - Amount of people working on one canvas • Madrid Underground Tunnel Advertisement (MUTA) It is already working in China (video), but Absolut would be the first company doing this powerful advertising in Europe. • Viral Video - promotional video in a funny short format. http://youtu.be/xtqfOWZiMO0 DIFUSIÓN: CULTURE SCENE + SOCIAL NETWORKS • Meetings in the most prestigious art and creative schools. • Using Facebook, Twitter, Pinterest and Instragram included in the application people will share their creations helping expand the idea. TARGET • 24 -36 years old • Social active people • New digital savvy consumers • Culture lovers 15

. EMPHACY MAP Developing a unique machine never-before-seen Spreading the idea concept Joining concepts related to art and latest technology

A clean an smart design Funny, interactive and easy way to create virtual artworks An attractive video showing the machine features

Creating a rank voting system linked to social networks

Creating a marketing tool to easily share the artworks and get voted Getting artist and famous people involved Exhibit the artworks in well-know museums

inputs 16

outputs “Absolut is constantly searching for new innovative advertisement campaigns” “Absolut has given me the opportunnity to paint my own artwork” “Absolut is in”

“How easy to use it” “I have an artist inside!” “I had never expected a machine like this”

“What do you think about my artwork!?” “Vote me please!”

“I have two more points!!” “I feel important belonging to this exclusive atmosphere” “I wish I could “do it real”

< We strongly believe in the impetuous necesssity of the human being to feel

important and well accepted by the others 17

. GANTT CHART

. BUDGET * Resource shared with Absolut company

01 Salaries

Years

Technical Manager x2 Marketing Manager Comunity Manager Design Manager Support Staff x2 * Human Resources Manager * Sales Manager

Cost/ Year

2 2 2 2 0,5 2 2

40000 40000 40000 40000 30000 40000 40000

160.000€ 80.000€ 80.000€ 80.000€ 30.000€ 0€ 0€

430.000€

Total

02 Outsourcing Automation company Machine Design Automation programming Materials Support

60.000€ 50.000€ 300.000€ 40.000€ Total

Application developers Application design Application "real control" programming Application "virtual simulator" programming Support Total Graphic Design Campaign image Website Application Advertising

450.000€

3.000€ 100.000€ 120.000€ 50.000€ 273.000€

6.000€ 7.000€ 10.000€ 8.000€ Total

Total

31.000€

754.000€

20 03 Workplace * Office rent and furniture

0€

Support

40.000€ Total

450.000€

3.000€ 100.000€ 120.000€ 50.000€ 273.000€

6.000€ 7.000€ 10.000€ 8.000€ Total

Total

31.000€

754.000€

03 Workplace * Office rent and furniture * Computers

0€ 0€ Total

0€

04 Advertisement Web development SEO/SEM service Develop "undergroud advertisement" Cost advertisement "Madrid Underground" Record Guiness Video Famous images Machine presentation event Final Art-exhibition Awards

15.000€ 20.000€ 60.000€ 180.000€ 7.000€ 13.000€ 100.000€ 50.000€ 50.000€ 78.000€

Total

573.000€

Total

70.000€

05 Materials Canvas, shirts, paint, tools…

70.000€

06 Logistics Staff bussiness travels Machine transport

18.000€ 10.000€ Total

28.000€

07 Other costs * Warehouse Servidors Patents and copyrights Other costs

0€ 35.000€ 10.000€ 100.000€ Total

TOTAL

145.000€ 2.000.000€

. OBJETIVES . PEOPLE INVOLVED

“Absolut in the Top of Heart” Customers being part of this innovative way to make art

MUSEUM PRESENTATION EVENT & FINAL ART SHOW 500 people involved + massive media impact EXHIBITION ABSOLUT EXPERIENCE 500 000 Guggenheim visitors in 4 months

APPLICATION

REAL CONTROL - 150 real canvas - 300 real t-shirts

VIRTUAL SIMULATOR - 500 000 virtual artworks 22

. PEOPLE CLUED UP

“Absolut in the Top of Mind” Customers associating Absolut as creative visionary

< SPREADING Generate organic traffic to our webpage to engage people

WEBSITE 7 000 000 unique visitors

• A 10% increase in consideration Y/Y • ABSOLUT.com visitors increasing 8% • Reaching 10 million people • Increase the total sales: 4% expected in 2013 and 5% in 2014 Millions of 9 litre cases 14 12 10 8 6 4 2 0 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 +7,6% +8,1% +0,9% -3,7% +5,8% +3,6% +3,6% +4% +5%

DO IT REAL