Smirnoff Case study Double Trouble by J. Walter Thompson Beirut

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Double Trouble

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Industry Vodka
Media Case study
Market Lebanon
Agency J. Walter Thompson Beirut
Released May 2012

Awards

Mena Cristal Awards 2012
Corporate & PR SOCIAL & HEALTH CARE CAMPAIGNS Sapphire

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: DIAGEO LEBANON
Product/Service: SMIRNOFF RED
Agency: JWT BEIRUT
-: JWT-Beirut (JWT-Beirut)
Media placement: Skybar Event - Dont Drink And Drive - Skybar - Beirut - 29/07/11
Media placement: Elevator Branding - Skybar - Beirut - 29/07/11
Media placement: Floor Branding - Skybar - Beirut - 29/07/11
Media placement: WC Branding - Skybar - Beirut - 29/07/11

Describe the objective of the promotion.
Alcohol is one of the main causes of car accidents in Lebanon and as part of Smirnoff’s social responsibility; it needed to remind people to 'drink responsibly'.

Knowing that the nigh-tlife in Beirut has been expanding exponentially over the last years and almost 60% of the population is under the age of 35, we needed to reach the party-goers and not preach to them.

Describe how the promotion developed from concept to implementation.
How can we make our consumer’s nights out a socially responsible experience without being moralistic?

In the one area where happiness, thrill, and positive vibes occur: in the Beirut night-life scene, an interactive and light-hearted stunt was developed to remind people that it’s very easy to lose focus of reality after a heavy night of drinking. Measurements & photographs were taken of the main elements that people interact with the most in pubs and nightclubs. They were replicated and people were then faced with 'fake doubles'.

Explain why the method of promotion was most relevant to the product or service.
Our goal was to have them experience the consequences of over-drinking while sober - in order to get our 'drink responsibly' message through. These interactive stunts caught our party-goers off-guard and injected awareness when they least expected it which made them think twice before getting behind the wheel.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Thousands of the Smirnoff 'Guide to Drink Responsibly' were distributed all over the city. Hundreds of party-goers used the free taxi services provided by Smirnoff.