CELEBRITY ONLINE DRINKING by J. Walter Thompson Tokyo for Smirnoff

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CELEBRITY ONLINE DRINKING

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Industry Vodka
Media Direct marketing
Market Japan
Agency J. Walter Thompson Tokyo
Creative Director Akira Sato
Art Director Yusuke Mochizuki
Copywriter Eiji Honma
Designer Kohei Nishikawa
Producer Tomoyoshi Kuba
Released July 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: DIAGEO KIRIN COMPANY LIMITED
Product/Service: VODKA
Agency: JWT JAPAN
Date of First Appearance: Jul 25 2010
Entrant Company: JWT JAPAN, Tokyo, JAPAN
Entry URL: http://www.jwt.co.jp/smirnoff_online_chat_drinking/
Creative Director: Akira Sato (JWT Japan)
Planner / Producer: Kazumo Tachibana (JWT Japan)
Copywriter: Eiji Honma (JWT Japan)
Art Director: Yusuke Mochizuki (JWT Japan)
Senior Account Director: Naoko Morita (JWT Japan)
Associate Account Director: Daisuke Miura (JWT Japan)
Account Executive: Sayaka Haegawa (JWT Japan)
Designer: Kohei Nishikawa (KAYAC)
Producer: Tomoyoshi Kuba (KAYAC)
Production Manager: Reina Yamagishi (KAYAC)
Media placement: Web - Campaign Site - 25 July 2010
Media placement: TV Programme - Nihon Television - 27 July 2010

Describe the brief/objective of the direct campaign.
The young people in Japan have been depressed due to the continued recession and struggling job growth. They get together for drinking but they cannot speak from the heart - being open about feelings in public is not a Japanese virtue. Alcohol being such an available diversion that could easily lighten up the mood, help stimulate, and give confidence, we wanted to create an atmosphere where they can have more open and enjoyable drinking experience and put them in a positive mindset with Smirnoff.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
People are able to be more frank in an online chat than in face-to-face conversation. So we partnered with Smirnoff to create an unprecedented online chat drinking party where young people across Japan could participate through the digital space. To make this experience more meaningful, we got the celebrities they aspire to as role models to host the party and to provide them with wisdom and confidence. The online party offered young people the opportunity to drink and talk with them from the heart.

Explain why the creative execution was relevant to the product or service.
The online drinking party was organized by combining the video-sharing website USTREAM and Twitter. The first 20 people could join the actual chat drinking session and another 100 people could watch how the chats are going in real time. Afterwards, hundreds of thousands of people could view the digital archives. The topics were provided to get the chat started – Work, Love and Life.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
8500 people entered the competition within the first 60 seconds after the entries were accepted to win an invitation. The guests shared toasts and laughs together and were occasionally lectured by the celebrities. The website had over 370,000 visitors, over 60,000 tweets and the sales increased by 24% since the launch. Even after the campaign closed, the word about the online drinking experience spread among young people through Twitter and Facebook. The campaign showed new and more enjoyable way of drinking to the young people in Japan and encouraged them to be more open-minded and share honest feelings to others.