Absolut Bling Bling WAP Campaign by Madhouse - Experience the Essence of Exclusivity

Company: Madhouse Inc. (www.madhouse.cn)
Client: Absolut Vodka via The Hyperfactory

Background:
Having taken the fashion world by storm, this iced-up obsession with luxury and “Bling Bling” has proven its longevity. Absolut hopped onto the ice wagon to celebrate the holiday season with a special edition Absolut Bling Bling bottle, full of sparkly goodies to "dress up" the bottle of booze.

Goals:
Have consumers associate luxury and exclusivity with the Absolut brand and promote the special edition Absolut Bling Bling bottle in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />China to the desired target audience.

Solution:
Madhouse, in partnership with The Hyperfactory, created an exclusive WAP campaign site promoting the Absolut Bling Bling bottle via ringtones, wallpapers, drink recipes and nationwide event information.

Meanwhile, to drive more traffic to the site, WAP ads were also served by the in-house intelligence mobile ad serving system, MadServing, to specifically target GoTone users (China Mobile sub-brand targeting business travelers) or consumers whose handsets are valued at 2,000RMB and above in Shanghai, Beijing, Guangdong, Chengdu and other select tier 1 cities across a breadth of large WAP portals on the China’s largest mobile ad network, MadNetwork.

Result:
During the 9 days of mobile media promotion, the targeted ad served by MadServing achieved over 1,800,000 total targeted impressions resulting in over 3.2% click-through rate to the Absolut Bling Bling mobile campaign site.

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