Absolut has used DOOH at a variety of airports, including London Heathrow, to offer a brand experience that combines its latest limited edition with the iconic Andy Warhol painting.
Created by Pernod Ricard Travel Retail Europe has worked with creative technology agency Knit, the system will run in prime airports such as Copenhagen, Singapore, Thailand and Dubai.
Nick Thompson, partner at Knit, explained: “The future of retail is being driven by digital. As customers adopt new technology, brands are adjusting to engage with their consumers through an interactive, digital and social experience. We’re delighted to have been able to integrate creative technology into such an iconic brand campaign.”
The Absolut Andy Warhol Edition is being promoted through the campaign which sees a digital screen, integrated within a point of sale unit, uses cutting-edge facial recognition technology to mirror the airport setting until approached by a passenger.
As the software detects faces, the facial recognition technology activates, displaying a Warhol-style reflection. The screen prompts the person to pose, select their paint effect and produces the finished pop-art inspired image, which is emailed on and can be shared across social media.
“For the Absolut brand, the online world runs parallel to the physical,” said Caroline MacIntosh, digital manager at Pernod Ricard Travel Retail Europe. “This experiential, digitally-led brand immersion has allowed us to meet the demands of the tech-savvy Absolut consumer in real time at the airport, during their time away and also back at home.”
This comes as Absolut has appointed AnalogFolk to harness social and content to diversify brand.