Ready, Fire, Aim! - Mihail's Public Blog: Absolut: The interaction rates have been fantastic

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Saturday, September 7, 2002

Absolut: The interaction rates have been fantastic

Absolut's online adveritising campaign mimics the creativity and quality of its print ads and has achieved fantastic results: 7% of all the ads shown are clicked on or interacted with in some way according to the Wall Street Journal (subscription required).

"When people are engaged, they like it," says Cheryl Lucanegro, senior vice president of sales for Salon Media Group Inc., which has been running the ads for about a year. Readers respond to the Absolut ads because they are eye-catching without being annoying, she says. "One of the nice things about Absolut is they understand the Internet, and know that they shouldn't be interrupting the user experience," with pop-up or other intrusive ads.

The Ads: One ad shows an Absolut bottle and a magnifying glass. Mouse over the ad and the magnifying glass shifts to reveal enlarged details of the bottle. Mouse over the bottom of the ad to reveal the tagline "Absolut Investigation."

Why It Works (According to Absolut): The ads continue Absolut's offline strategy of engaging the user with offbeat humor, Absolut's Mr. Persson says. "What we want to do is get the consumer to leave the story [they're reading] for a while and to interact with Absolut, and to give them something unexpected to smile about," he says.

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