Smirnoff Promo, Case study DOUBLE TROUBLE by J. Walter Thompson Beirut

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DOUBLE TROUBLE

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Industry Vodka
Media Promo & PR, Case study
Market Lebanon
Agency J. Walter Thompson Beirut
Released July 2011

Credits & Description

Category: Corporate Responsibility
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

Summary of the Campaign
Alcohol is one of the main causes of car accidents in Lebanon. Smirnoff wanted an awareness campaign to address irresponsible drinking.

The fact that the night-life in Beirut, heavily active in summer, has been expanding exponentially over the last years - and almost 60% of the population is under the age of 35 - the Beirut night-life scene was the strategic area to maximise awareness.

The strategy was simple: remind people that it’s very easy to lose focus of reality after a heavy night of drinking.

An interactive stunt was developed communicating one of the main consequences of heavy drinking: Impaired judgement.

Measurements and photographs were taken of the main elements that people interact with the most in pubs and nightclubs. They were retouched, printed and placed on location, duplicating the actual elements. People were then faced with 'fake doubles'.

Thousands of the Smirnoff's 'Guide to Drink Responsibly' were distributed all over the city and hundreds of party-goers found taxis waiting for them to drive them home…safely.

The Situation
Smirnoff wanted to reach out to Lebanese partygoers during summer to remind them to drink responsibly. Knowing that apart from speeding, drink driving is still the number 1 cause of car crashes we needed to reach the partygoers without sounding preachy, so a PR campaign was needed.

The Goal
Raise awareness on responsible drinking among party-goers.

The Strategy
How can we communicate this awareness message in a way that appeals to party-goers? The strategy was simple: remind people that it’s very easy to lose focus of reality after a heavy night of drinking.

Execution
An interactive stunt was developed communicating one of the main consequences of heavy drinking: Impaired judgment.

Measurements and photographs were taken of the main elements that people interact with the most in pubs and nightclubs. They were retouched, printed and placed on location, duplicating the actual elements. People were then faced with 'fake doubles'.

Documented Results
Thousands of the Smirnoff's 'Guide to Drink Responsibly' were distributed all over the city.

Hundreds of party goers used the free taxi services provided by Smirnoff.