When Absolut Vodka hit the global market in 1979, it had fierce competition from other vodka giants like Smirnoff. The bottle was simple, hardly had any branding, and yet they had to stick out among the crowd. With the help of Gunnar Broman, they came out with a black and white poster of the bottle with a halo over it. This was the start of their legendary ad campaign, with the bottle being featured on a striking image, and the word "Absolut" followed by another word.
In 2022, Volkswagen Group France needed to hire more mechanics, and instead of taking the classic approach, they decided to send cars that need maintenance of some mechanics around the country, with the car part that needs repair coming with an extra message. When mechanics would correctly diagnose the part that has the issue, they would be met face to face with a job offer from VW.
Absolut aims to showcase the purity of their vodka, which is something fundamental about what consumers look for when deciding to purchase that spirit. Volkswagen aimed to obtain great potential candidates, but the traditional methods left a lot to be desired. So instead of having a large amount of people come to them, they instead went directly to the people, and in the process, filtered out candidates based on whether they made the correct diagnoses or not. In short, instead of just sticking to the traditional methods, VW analyzed the situation, and found a unique way to reach the right people.
These two campaigns encapsulates how we approach digital marketing at Neolite. First, we aim to find a fundamental aspect of your business that customers want. Then, we employ various statistical and data-driven techniques to ensure that your company appears in front of the right people. When it does, our aim is that they are met face to face with the aspect of your business that they have been looking for, but unable to find elsewhere. Its that simple, yet it is very effective, and something that can be easily overlooked.
If you would like to read more about these campaigns, here are the articles:
https://lnkd.in/ggENt2pZ
https://lnkd.in/gJE6UkVw
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