Close to 10,000 Chinese millennials attended Absolut’s 100 nights event on New Year’s Eve in China, with a further 4.9 million people viewing the events online.
The vodka brand hosted 100 New Year’s Eve parties in 100 different cities across China in a bid to engage with China’s young people. Chinese consumers were invited to submit their concepts to host an event, with Absolut receiving 400 entries and 70,000 votes.
Absolut’s global brand manager Oscar Danielsson told The Drum, “The winning 100 events all happened over the course of New Year’s Eve and were an amazing way to ring in 2018. The night was a great celebration of creativity and culture.”
Danielsson said the project aimed to engage with China’s young people, “the hyper-social, open and positive with an entrepreneurial spirit” by “connecting peers to the new and the next in experiences and local culture.”
Absolut hoped to inspire China’s young people to create alternative nightlife and to help them create their own New Years Eve parties.
The project fits within a broader strategy by Absolut to connect the brand to its artistic and creative legacy, which have seen the brand collaborate with artistic icons such as Andy Warhol, Damien Hurst, Tom Ford and Emmanuel Lubezki, who created the brand’s recent ‘One Night’ film.
In China, Absolut is looking to grow its market share, the brand is currently the market leader in the vodka category, however, the premium international spirits category is growing fast and the brand is facing increased competition from new brands.
“Absolut wants to champion creativity that makes a positive change and be the night creation platform in China to achieve it. The 100 Absolut Nights is an amplification to invite consumers to our mission and expand our platform to 100 cities.
“In China, Absolut wants to use creativity for positive change together with the young Chinese generation. Doing so by challenging consumers to see new ways of doing things, from the Rap of China collaboration to the 100 alternative nights we celebrated this New Years Eve. The Absolut Nights platform has been a great initiative that truly helps consumers to engage easily,” said Danielsson.