Smirnoff Promo, Case study SMIRNOFF ONLINE CHAT DRINKING PARTY by J. Walter Thompson Tokyo

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Industry Vodka
Media Promo & PR, Case study
Market Japan
Agency J. Walter Thompson Tokyo
Creative Director Akira Sato
Art Director Yusuke Mochizuki
Copywriter Eiji Honma
Designer Kohei Nishikawa
Producer Yoshitomo Kuba
Released July 2010

Credits & Description

Category: Best Use of Online Advertising
Date of First Appearance: Jul 25 2010
Entrant Company: JWT JAPAN, Tokyo, JAPAN
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 HASEGAWA (JWT Japan)
Designer: Kohei NISHIKAWA (KAYAC)
Producer: Yoshitomo KUBA (KAYAC)
Production Manager: Reina YAMAGISHI (KAYAK)
Media placement: Web - Campaign Site - 25 July 2010
Media placement: TV Programme - Nihon Television - 27 July 2010

Insights, Strategy & the Idea
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. But they can be more frank in an on-line chat. So we partnered with Smirnoff to create an on-line chat drinking party that allowed young people to engage in more open and enjoyable conversations.

Creative Execution
To make this on-line drinking experience more meaningful, we got the celebrities they aspire to as role models to host and to provide them with wisdom and confidence. The party was organized using the video-sharing website USTREAM and Twitter. 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. Three topics - Work, Love and Life, were seeded on Twitter which was linked to the campaign site to get the chat started and drive amplification.

Results and Effectiveness
The website had over 370,000 visitors, received over 60,000 tweets and the sales increased by 24% since the launch. Even after the website closed, the word about the on-line drinking experience spread among young people through Twitter and Facebook. The campaign showed the 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.