Problem How does a beverage company reach a hypermobile demographic? Solution Use OOH to target them where they go during the day and socialize at night. Background In January 2012, ABSOLUT launched ABSOUT Miami, the sixth in its Limited Edition City Series, with a locally driven campaign that brought to life the City’s culture, heat and rhythm with the concept “From Dusk till Dawn.” With so much unique richness, defining Miami by just a few characteristics can be limiting. What was clear is that there was a definite local perspective about Miami, which required going beyond just South Beach to capture the passionate culture, energy and rhythm that makes Miami feel fresh vibrant and alive. Target: The Neo-Yuppie are drinkers who are creatively minded and socially active 21-35 year old

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