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FMBX News
Posted: Nov 20, 2010
Smirnoff create worldwide brand experience Project
Radio 1 DJ Zane Lowe is fronting the £8m UK leg of an international advertsing campaign for Smirnoff that is building towards a big event on November 27th. The campaign, called the Smirmoff Nightlife Exchange Project culminates in consumers from 14 countries swapping the best nightlife experiences they can muster with each other in a series of global parties.
A report in the Guardian stated: “It is thought to be the biggest international marketing push ever launched by Smirnoff owner Diageo which owns global brands such as Guinness, Johnnie Walker and Baileys, and includes a global tie-up with MTV, nationwide events and heavyweight TV and multimedia advertising.”
Televison advertising was evident in the UK last week as the campaign integrated digital hoardings at the England vs France football international with advertising breaks that promoted the forthcoming brand experience party.
The campaign, called the Smirnoff Nightlife Exchange Project, kicked off in the second week of September with TV advertising calling on consumers around the world to visit a Smirnoff Facebook page to submit ideas that sum up the best night out from their country.
Countries taking part include the US, India, Poland, Venezuela, Argentina, Australia, Brazil and Lebanon.
Lowe was signed as the frontman to lead the search for the UK's best ideas, which in the advertising campaign are visually depicted as being put into a giant freight container for "exporting" to another country. Lowe undertook a six-week tour of the UK, visiting cities including London, Glasgow and Birmingham, recording people's views on great nightlife experiences using a video diary booth.
The results of the selected nightlife mix were announced on 22 October, so London is anticipating its swap with Miami. Pharrell will perform in London and a beach party is being created.
To build wider publicity Smirnoff tapped into mobile with its own channel Smirnoff.mob. A tie-up with MTV has seen on-air and online coverage of each stage of the project.
"This is an ambitious undertaking, the likes of which has never been attempted before by the brand," said Anita Robinson, marketing director for Smirnoff GB.
The campaign has been developed by ad agency JWT with digital work by Agency Republic, PR and social media by Splendid Communications, and event planning by RPM.
Ongoing online networking is currently engaging the Project’s fanbase with creating a world song to be performed at all of the parties.
