Irish Distillers Pernod Ricard & Dublin Fringe Festival for ABSOLUT FRINGE
The Business Challenge
Internationally, the Absolut brand has had a strong connection with contemporary art and culture. In 2009, Irish Distillers Pernod Ricard sought a high level arts and cultural association for the Absolut brand which would anchor an ongoing national campaign, reflect the Absolut brand values and provide the potential for sales growth in a crowded market.
The Solution
The Dublin Fringe Festival presented an attractive sponsorship opportunity for the Absolut brand. The Festival's 150,000 attendees reflects Absolut's target consumer of 'confident explorers', which are marginally more female than male, under 35, urban-based and possess a third-level education. Irish Distillers Pernod Ricard, through the Absolut brand, became title sponsor of the Dublin Fringe Festival in 2009 and together they created a new festival campaign and partnership named Absolut Fringe.
Benefits to Stakeholders
From Absolut’s perspective, research highlighted increased advertising awareness among Absolut’s target consumers of the Absolut Fringe campaign and the Absolut brand. As a part of the Festival programme, Absolut commissioned a collective of artists and designers to produce 16 artworks based on the brief provided to Andy Warhol back in 1985. The resulting exhibition, Absolut Originals was a creative tool for the sponsorship providing a basis through which Absolut’s creative heritage could be communicated.
From Dublin Fringe Festival's perspective, the partnership increased the visibility and awareness of the Festival through a large-scale marketing campaign, as well as strengthening the Festival’s capacity as a result of the cash investment. It also benefited from in-kind support with stock and expertise in the running of festival bars and clubs. The collaboration resulted in the increased frequency of attendance among the Festival audience, increased web traffic and greater interaction through social media. The Absolut Fringe partnership brought the Dublin Fringe Festival to a new level in 2009 and has helped to realise the Festival’s long-held potential.
www.fringefest.com
Internationally, the Absolut brand has had a strong connection with contemporary art and culture. In 2009, Irish Distillers Pernod Ricard sought a high level arts and cultural association for the Absolut brand which would anchor an ongoing national campaign, reflect the Absolut brand values and provide the potential for sales growth in a crowded market.
The Solution
The Dublin Fringe Festival presented an attractive sponsorship opportunity for the Absolut brand. The Festival's 150,000 attendees reflects Absolut's target consumer of 'confident explorers', which are marginally more female than male, under 35, urban-based and possess a third-level education. Irish Distillers Pernod Ricard, through the Absolut brand, became title sponsor of the Dublin Fringe Festival in 2009 and together they created a new festival campaign and partnership named Absolut Fringe.
Benefits to Stakeholders
From Absolut’s perspective, research highlighted increased advertising awareness among Absolut’s target consumers of the Absolut Fringe campaign and the Absolut brand. As a part of the Festival programme, Absolut commissioned a collective of artists and designers to produce 16 artworks based on the brief provided to Andy Warhol back in 1985. The resulting exhibition, Absolut Originals was a creative tool for the sponsorship providing a basis through which Absolut’s creative heritage could be communicated.
From Dublin Fringe Festival's perspective, the partnership increased the visibility and awareness of the Festival through a large-scale marketing campaign, as well as strengthening the Festival’s capacity as a result of the cash investment. It also benefited from in-kind support with stock and expertise in the running of festival bars and clubs. The collaboration resulted in the increased frequency of attendance among the Festival audience, increased web traffic and greater interaction through social media. The Absolut Fringe partnership brought the Dublin Fringe Festival to a new level in 2009 and has helped to realise the Festival’s long-held potential.
www.fringefest.com
Le Gateau Chocolat performing with La Clique at ABSOLUT FRINGE 2009