Always ahead of the competition, Absolut was the first alcohol brand in Spain to roll out a large proximity marketing campaign in bars. This action was developed by the agency OMD as part of their Absolut Vodka Flavors campaign.

25 Bluetooth systems with GPRS were installed in different night clubs and bars in Madrid and Barcelona. The campaign was divided into two phases, the first part took place between May the 30th and June the 12th, and the second part started on September the 11th and finished on the 25th. This was the first Bluetooth installation in nightclubs in Spain.

The goal was to create a buzz and support the Absolut poster campaign, giving the public the opportunity to download the various original poster artworks designed by the artist Ray Smith as screen savers. Previous campaigns showed a significant viral effect of such actions, and it was expected that each person who downloaded would show or pass the content on to at least three or four other people.
Club goers passing near any of the Bluetooth hotspots had only to turn on the Bluetooth in their mobile phones and then accept the invitation message to receive the three free exclusive Absolut screen savers.