Idea
Smirnoff briefed us to find ways to bring to life their brand positioning of being the original vodka. We worked to find the area of common interest between the brand and its consumers. Inspired by consumers around the world, and their insatiable desire for new and interesting things to do in their social life, we came up with the idea of making original nightlife the Smirnoff brand platform.
Experience
To launch the programme we developed a series of events which brought the belief in original nightlife to life in dramatic fashion. Events in Miami, Moscow, Paris and New York featured original entertainment in the form of unique musical collaborations, original drinking experiences such as choosing drinks by scent, and a string of secret rooms, interactive spaces, and surprises to keep guests entertained.
Content
Smirnoff Experience was based on a new model of experiential marketing, which was focused principally on creating content for use on a mass scale across broadcast, digital and social network channels. The original musical collaborations were featured in TV broadcasts in the UK, Japan, South Africa, Thailand, Poland, Ireland and Latin America. Downloads of music and video tracks, video streams, contests, cocktail recipes and a huge volume of PR content meant that we could extend the reach of a 1,200 capacity event to over 90m people.
Results
The programme created a new benchmark for all Smirnoff's events in each of its markets, uniting everyone under a common marketing platform and taking the brand into platforms including podcasting, digital music content and social media for the first time. Click on the next two pages for specific details of the original entertainment and original drinking parts of Smirnoff Experience.