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Smirnoff
The Nightlife Exchange: Reigniting Smirnoff's Brand

RAN IN: Germany, Brazil, Canada, Australia

CLIENT
Diageo

Michelle Klein - VP, Global Content & Comm.
Oscar Martinez - Global Director, Consumer Planning

AGENCY
JWT *Lead Agency

Amy Frisch - Global Business Director
Matt MacDonald - Executive Creative Director


Profero

Wanjiru Mwangi - Global Head, Project Mgmt.
Radhe Vaswani - Global Acct. Director


Saatchi & Saatchi X

Sharon Foo - Acct. Leader
Janet Greenberg - Sr. Project Manager


Carat

Rachael Wilson - Director, Global Platforms


Vice

Evan Confeld - Strategist


SUMMARY

Smirnoff was losing ground to new, premium brands. As the global leader we recognized Smirnoff had the power to unite people the world over in a way no other spirits brand could by owning the world's biggest usage category: nightlife. We created the Nightlife Exchange utilizing Smirnoffs global community to co-create and share their countries best nightlife ideas. 100,000 nightlife ideas were exchanged, culminating in one, unforgettable night, which generated 1.8 billion impressions, and was responsible for the first uplift in sales for the brand in 3 years.

CASE STUDY

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CASE VIDEO


Hero Medium: Social Networking Applications

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, OOH, Events, Packaging, Consumer Involvement

Audience: New Audience, Men, Women, Brand Influencers

Objectives: Global branding

Type: Business to Consumer

Classification: Multinational

Language: English