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Eder GutiérrezMiriam FeldmannBlanca Elia González

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< ABSOLUT SWOT ANALYSIS

< DIGITAL MARKET TRENDS

< DESCRIPTION OF DISRUPTIVE INNOVATION DIGITAL BASED IDEA

< PAINTING DETAILS

< SPREADING THE IDEA. PILOT PROJECT, SPAIN.

< EMPHACY MAP

< GANTT CHART

< BUDGET ALLOCATION

< OBJETIVES

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STRENGTHS • Good quality achieving a good consumer loyalty • All the processes are made in the same town (Ahus) • Unique production methodology (destillation process)• Well-known brand with a wide experience since 1879• It offers nearly 20 different flavours• Powerful image of company closely connected with art and chic • World renowned advertising campaigns WEAKNESSES

• Overall attitude is good but better in women than in men • Main appeal among too young generations• Perceived as expensive (as study markets said)

OPPORTUNITIES

• New raising trend in cocktail drinks• An increasing new market in the emerging countries• Less restrictions or trade barriers THREATS • Economical crisis• Raising of cost labour• Increasing taxes tendency in several countries• A more sensitive customer to price• New possible competitors growing in emergent countries (BRICS)

. SWOT ANALISIS

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< Retail experiences Audi | Audi City High-definition configurator where a personalized car is visuali-zed in photorealistic 3D using real-time render technology. < Online experiences. Axe | Anarchy The Graphic Novel Anarchy was shaped by the suggestions and votes of consumers. MacDonals | Make your own burguer Configurator for fans to design the burger of their dreams, being the one with the most votes launched in McDonald’s. < Spirits brands 42 Below Vodka | The escapist Mobile application indicates that the player had just 4 minutes 20 seconds to reach a point 1 mile from their location. Bacardi | Unwrap the Night Uses Facebook data to create an immersive, personalized video experience within a party.

. DIGITAL MARKETTRENDS

Brands driving their customers to action by delivering engaging experiences.

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. IDEA PRESENTATION

Mobile application Automated painting machine

internet

Real Control

Canvas Shirts

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GLOBAL AIM• To give the opportunity to Absolut´s customers to be part of an innovative way to make contemporary art using technology. To put the art in everybody’s hands while we face a great opportunity to expand the creative image of the brand. Absolut will, somehow, change the traditional conventions that have defined the art world doing something unique and making people think out of the box.

WICH IS THE IDEA?• Absolut will be the designer of the first automated machine able to create painting artworks following the instructions of one user employing an appli-cation in his mobile phone. The user will intuitively control the movements of the machine from his application while a live view camera shows what is being done at every moment.

WHAT ARE YOU TALKING ABOUT !?• Here there is an example of one automated machine painting in canvas. but with some differences• There will be more than one tool.• The motion part will be the canvas.• It will be remotely controlled by humans using a mobile app.

http://vimeo.com/20399624

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Mode Selection

VOTE COMPETITION

Virtual drawing - artist colaboration

REAL CONTROL Painting machine

10 000 €

FINAL ART-EXHIBITIONAwards

most voted

VIRTUAL CONTROL - APP SIMULATOR

10 000 €

. HOW?

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VIRTUAL CONTROL - APP SIMULATOR• The number of artworks will be limited due to materials and time, so the people interested in using this unique machine have to demonstrate what they would be able to do with it. • We will develop a virtual simulator where people could make virtual artworks choosing the format: t-shirt or canvas. Famous people or artist will draw some shapes or lines within the artwork. These configuration will be changing every 10 days to keep engaging.

VOTE COMPETITIONOnce they have finished the picture they will compete to be the most voted. • Buying an Absolut bottle - till 5 points• Sharing in Social media and getting feedback - till 10 points• Website votes - till 50 points Winners will get an schedule to choose the time to create his real artwork. On the other hand everybody else could keep trying in next competitions.

REAL CONTROLAfter painting their real artworks these will be exhibited in the Guggenheim museum until next round substitutes them after 20 days. Then, they are delive-red to the owners.

Users will complete them in their own way.

FINAL ART-EXHIBITIONWe will celebrate an event where important people from culture scene will be invited. A selection of the best artworks will be shown in a catwalk and a canvas exhibition. • Absolut will award the most unique artworks with a prize of 10000 € for each category.

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Automated machine The machine will integrate as many painting methods as possible to boost crea-tiveness including as well options to play with textures, colour, volume, shapes and little objects. - The painted part consists of a canvas or t-shirt placed horizontally in its initial position and it will get the motion to be painted. It could be moved horizontally and also modify the inclination thanks to servomotors installed in its sides.

- The painting part consist on tool carousels with vertical and rotary motion assembled in shafts:

• “01.Cylindrical tools” as different colours markers, rectangular and circular brushes or sponge (with an additional handle). • “02.painting box” where paint will be mixed and prepared to obtain the desi-red colour or mixture which will be directed towards the canvas flowing before through changeable endings (circular, linear). The mixture could be also used with the brushes. • “03.dropper” (just available for canvas) will give the choice to select different materials to be launched. The predefined will be rice, soil, little balls, papers, pieces of electronic...

. PAINTINGDETAILS

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F A M O U S

P R E S E N TAT I O N

G U G G E N H E I M M U S E U M

B O O S T I N G D I F F U S I O N + M U TA

S O C I A L M E D I A + A R T S C H O O L S M E E T I N G S

. S PREADING

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Our aim is to start in one country in order to export the idea all around Europe or any place desired. So, Spain could be considered a ‘Pilot Project’ where to learn and evaluate the results. COUNTING ON FAMOUS PEOPLE• Famous people will lead the different formats (shirts and canvas) linking their image with the idea an encouraging people to imitate and collaborate with them. PRESENTATION EVENT • Will take place in the museum with the presence of the famous people. • All the canvas and t-shirts painted by the leading famous will be exhibited around the machine within a performance. • This will have a powerful impact on the social communication media helping show the idea to the public.

GUGGENHEIM BILBAO MUSEUM • The museum will host the machine for four months. • Every ten days, the exhibition will be renewed with the new canvas. • The showroom will be interactive including the latest technologies (touch screens, gesture tracking..) where visitors could also get involved in the idea. BOOSTING DIFFUSION • Record Guiness - Amount of people working on one canvas • Madrid Underground Tunnel Advertisement (MUTA) It is already working in China (video), but Absolut would be the first company doing this powerful advertising in Europe. • Viral Video - promotional video in a funny short format. DIFUSIÓN: CULTURE SCENE + SOCIAL NETWORKS • Meetings in the most prestigious art and creative schools. • Using Facebook, Twitter, Pinterest and Instragram included in the application people will share their creations helping expand the idea. TARGET • 24 -36 years old • Social active people• New digital savvy consumers • Culture lovers

. PILOT PROJECT SPAIN

http://youtu.be/xtqfOWZiMO0

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. EMPHACY MAP

Developing a unique machine never-before-seen Spreading the idea concept Joining concepts related to art and latest technology

A clean an smart design Funny, interactive and easy way to create virtual artworks An attractive video showing the machine features

Creating a rank voting system linked to social networks

Creating a marketing tool to easily share the artworks and get votedGetting artist and famous people involved Exhibit the artworks in well-know museums

inputs

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outputs

“Absolut is constantly searching for new innovative advertisement campaigns”“Absolut has given me the opportunnity to paint my own artwork”

“Absolut is in”

“How easy to use it” “I have an artist inside!”

“I had never expected a machine like this”

“What do you think about my artwork!?” “Vote me please!”

“I have two more points!!” “I feel important belonging to this exclusive atmosphere”

“I wish I could “do it real”

< We strongly believe in the impetuous necesssity of the human being to feel important and well accepted by the others

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. GANTT CHART

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. BUDGET

* Resource shared with Absolut company

01 Salaries Years Cost/ Year

Technical Manager x2 2 40000 160.000€Marketing Manager 2 40000 80.000€Comunity Manager 2 40000 80.000€Design Manager 2 40000 80.000€Support Staff x2 0,5 30000 30.000€* Human Resources Manager 2 40000 0€* Sales Manager 2 40000 0€

Total 430.000€

02 Outsourcing

Automation companyMachine Design 60.000€Automation programming 50.000€Materials 300.000€Support 40.000€

Total 450.000€

Application developersApplication design 3.000€Application "real control" programming 100.000€Application "virtual simulator" programming 120.000€Support 50.000€

Total 273.000€

Graphic DesignCampaign image 6.000€Website 7.000€Application 10.000€Advertising 8.000€

Total 31.000€

Total 754.000€

03 Workplace

* Office rent and furniture 0€* Computers 0€

Total 0€

04 Advertisement

Web development 15.000€SEO/SEM service 20.000€Develop "undergroud advertisement" 60.000€Cost advertisement "Madrid Underground" 180.000€Record Guiness 7.000€Video 13.000€Famous images 100.000€Machine presentation event 50.000€Final Art-exhibition 50.000€Awards 78.000€

Total 573.000€

05 Materials

Canvas, shirts, paint, tools… 70.000€

Total 70.000€

06 Logistics

Staff bussiness travels 18.000€Machine transport 10.000€

Total 28.000€

07 Other costs

* Warehouse 0€Servidors 35.000€Patents and copyrights 10.000€Other costs 100.000€

Total 145.000€

TOTAL 2.000.000€

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* Resource shared with Absolut company

01 Salaries Years Cost/ Year

Technical Manager x2 2 40000 160.000€Marketing Manager 2 40000 80.000€Comunity Manager 2 40000 80.000€Design Manager 2 40000 80.000€Support Staff x2 0,5 30000 30.000€* Human Resources Manager 2 40000 0€* Sales Manager 2 40000 0€

Total 430.000€

02 Outsourcing

Automation companyMachine Design 60.000€Automation programming 50.000€Materials 300.000€Support 40.000€

Total 450.000€

Application developersApplication design 3.000€Application "real control" programming 100.000€Application "virtual simulator" programming 120.000€Support 50.000€

Total 273.000€

Graphic DesignCampaign image 6.000€Website 7.000€Application 10.000€Advertising 8.000€

Total 31.000€

Total 754.000€

03 Workplace

* Office rent and furniture 0€* Computers 0€

Total 0€

04 Advertisement

Web development 15.000€SEO/SEM service 20.000€Develop "undergroud advertisement" 60.000€Cost advertisement "Madrid Underground" 180.000€Record Guiness 7.000€Video 13.000€Famous images 100.000€Machine presentation event 50.000€Final Art-exhibition 50.000€Awards 78.000€

Total 573.000€

05 Materials

Canvas, shirts, paint, tools… 70.000€

Total 70.000€

06 Logistics

Staff bussiness travels 18.000€Machine transport 10.000€

Total 28.000€

07 Other costs

* Warehouse 0€Servidors 35.000€Patents and copyrights 10.000€Other costs 100.000€

Total 145.000€

TOTAL 2.000.000€

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. PEOPLE INVOLVED

. OBJETIVES

APPLICATION

REAL CONTROL - 150 real canvas - 300 real t-shirts

VIRTUAL SIMULATOR - 500 000 virtual artworks

PRESENTATION EVENT & FINAL ART SHOW 500 people involved + massive media impact EXHIBITION ABSOLUT EXPERIENCE 500 000 Guggenheim visitors in 4 months

MUSEUM

“Absolut in the Top of Heart”Customers being part of this innovative way to make art

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. OBJETIVES

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2005 2006 +7,6%

2007 +8,1%

2008 +0,9%

2009 -3,7%

2010 +5,8%

2011 +3,6%

2012 +3,6%

2013 +4%

2014 +5%

Millions of 9 litre cases

. PEOPLE CLUED UP

“Absolut in the Top of Mind”Customers associating Absolut as creative visionary

• A 10% increase in consideration Y/Y• ABSOLUT.com visitors increasing 8%• Reaching 10 million people • Increase the total sales: 4% expected in 2013 and 5% in 2014

< SPREADING Generate organic traffic to our webpage to engage people

WEBSITE 7 000 000 unique visitors

DO IT REAL