“EXPRESATE” (Express yourself) was a big street action strategically created by PR with direct involvement of citizens of Valencia. The aim was to increase Absolute Vodka awareness among media, word of mouth among consumers and spark conversation.

Consumers were the stars of the campaign directly involved in an advertising campaign creation feeling the brand close to them. The out-going nightlife area was full of placards for 6 days at balconies showing neighbours “expressions” counting with their active participation. Also, for two days, people at the old quarter and the main commercial area of the city were interviewed to give their proposals. PR idea extended to 360º activities for 3 months in Valencia supported by ATL and the Internet.

The Objective: Find a local claim for adaptation of an international Advertising campaign to be converted into and advertorial insertion plan in local media.“In An Absolut World Valencia would be.....”Developed in three phases: 1st: Street action with direct participation of target consumers.

2nd: On-line interaction through voting programme.3rd: Final Guerrilla activity to celebrate final election. The main challenge was to develop a street campaign with a spirit brand considering the legal restrictions in Spain where it is not allowed for this kind of products.The campaign resulted in coverage in all local press. More than 33 editorials, 23 Radio mentions, 2 TV reports, 15 Advertorial insertions and radio, and dailies support.

1st. Launch and execution of “Express Yourself” campaign through street action (6 days) with press call and press release (14th to 19th of May). Supported by local ATL plan.2nd. Selection of the four most mentioned ideas in the interviews. Special site was created for other Valencians to vote through the internet for their best choice for 4 weeks. Press releases were sent with the results. Local Advertorial insertions with “Express Yourself” street campaign in June and July.3rd. Guerrilla action at Malvarossa beach to celebrate the most voted idea.“In An Absolut World Malvarossa would be a virgin beach”. Press release was sent and press call to attend the event. Local Advertorial insertions with the event in August and September.

• More than 600 street interviews were recorded.• Thousands of pedestrians saw the street action• More than 60 placards hanging on 18 buildings in city centres• More than 2000 people participated on-line and voted on Internet• Coverage in all local press. More than 33 editorials• 23 Radio mentions• 2 TV reports• 15 Advertorial insertions• Radio, dailies and radio ATL support