HIJACKING A FILM PREMIERE by Mindshare Sydney for Smirnoff

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HIJACKING A FILM PREMIERE

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Industry Vodka
Media Promo & PR, Case study
Market Australia
Agency Mindshare Sydney
Released November 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: DIAGEO
Product/Service: SMIRNOFF VODKA
Date of First Appearance: Nov 13 2009 12:00AM
Entrant Company: MINDSHARE , Sydney, AUSTRALIA
Entry URL: http://www.youtube.com/watch?v=60AZN-CUzI4
Invention Manager: Karl Wells (Mindshare)
Activation Manager: Emma Robertson (Mindshare)
Manager The Exchange: Timo Waldbuesser (Mindshare)
Media placement: Cinema - Live Cinema Activation - 13/11/2009

Results and Effectiveness
500 people can now say they were truly there when the Potbelleez hijacked and played in the middle of a movie premiere. A further 40,000 of their friends watched what happened on YouTube, and judging by the comments they left, wished they were there too. We had almost 100% of people in the cinema request the content be sent to their phones. The creative use of cinema really cemented the ‘Be There’ idea, and helped the brand achieve an increase in brand-for-me score of 10% by the end of the first month after launch.

Creative Execution
We delivered an experience that expressed the very essence of ‘Be There’. Imagine it’s Friday night and you’re sat in a movie premiere at the cinema. Out of nowhere the lead singer from Australia’s hottest dance act appears from the back and starts singing. The crowd goes ballistic, clapping, singing, and dancing in the aisles and on their chairs. For 4 minutes the cinema turns into a full-scale light and music show. Within hours of the movie finishing we sent an SMS to the crowd to view what they had just witnessed and send onto friends. At the same time the content was being spread virally on YouTube and Facebook. By morning the next day the word was out, and 40,000 Smirnoff fans were wishing they had been there too. The next best thing to being there is watching it, so make sure you watch the video!

Insights, Strategy & the Idea
Our idea took the hottest dance act in Australia, the Potbelleez, and hijacked a film premiere to deliver a pure and totally unexpected ‘Be There’ moment. ‘Be There’ was the new Smirnoff brand campaign launching in Australia - an idea all about living in the moment, and craving the unexpected. Smirnoff understands young men and we knew their best nights out are when the unexpected happens. They talk at length about the most memorable nights being when the night goes on a tangent. Our idea made the unexpected happen, by making their movie premier a night these young men would always remember. The idea was designed to drive an increase in the statement ‘Smirnoff is a brand for me’, as there was a clear correlation linking this to purchase.