WE CREATED AN INNOVATION LAB & IDEA INCUBATOR THAT GAVE ABSOLUT PERMISSION TO EXPERIMENT ACROSS THE BUSINESS

IMMERSION

We worked as an extension of the core Absolut team

Setting up an incubator called Absolut Labs allowed the large organisation to behave like a start-up.

INSIGHT

We spotted an opportunity to drive brand value already
in their business

Absolut spent a huge amount on artist and gig support but the brand value was limited to those in attendance.

IDEAS & INNOVATION

Amplification of Bob Moses & Deadmau5 gigs

We combined live-action, motion capture and the latest gaming tech to create an interactive experience enabled by VR headsets with Forever Beta.

IMPLEMENTATION

We created scarcity value through limited VR headsets

Our limited run of VR headsets drove hype around the gig, ensuring that the Absolut branded concert reached a far wider audience than just the people in the room.

LAUNCHING A NEW INNOVATION LAB TO HELP CREATE PERMISSIONS TO EXPERIMENT

Working with Absolut we created a whole new arm to their business.

 

We created Absolut Labs, a tech hub set up to beta test new ideas that elevate people’s nightlife experiences. From the world’s first live streamed 360 degree gig, to creating a mobile game with deadmau5, we’ve helped deepen people’s connections with the brand.

RESULTS

OUR INNOVATION UNIT WAS VOTED 'THE BEST INNOVATION UNIT WORTH EMULATING IN THE WORLD'

1 DEADMAU5 GIG -
61 MILLION 
IMPRESSIONS
 

DEADMAU5 VR HEADSETS 
SOLD OUT WITHIN 2 HOURS

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