Capacity Relations’ objective was to amplify the Absolut brand’s association to the MTV MAMAs 2016 alongside the ONE SOURCE campaign with Khuli Chana. Absolut needed to be the hero, and this was achieved by the amplification of the incredible content of Khuli Chana and other artists journey in creating the One Source album. We also created hype and media amplification of the Khuli Chana limited edition Absolut bottle which was part of the campaign
We achieved this by generating mass media exposure across numerous platforms. We needed awareness and engagement to create hype talkability and around the collaborations between Absolute and MTV as well as between Absolute and Khuli Chana which would be released at the MAMA awards.
The Campaign was awarded Gold and Silver Lions in the Entertainment Lions, a Silver Lion in Entertainment for Music Lions, and a Bronze Lion in Media Lions at the Cannes festival 2017. Capacity Relations achieved an impressive ROI of 108:1, generating positive branded exposure for the Absolut brand, valued at R10,8 million in just over 4 months.
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