CLEARLY ORIGINAL by ACHE PRODUCCIONES for Smirnoff

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CLEARLY ORIGINAL

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Industry Vodka
Media Promo & PR
Market Mexico
Agency ACHE PRODUCCIONES
Released August 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: CASA JOSÉ CUERVO
Product/Service: VODKA
Agency: ACHE PRODUCCIONES
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: ACHE PRODUCCIONES, Anzures, MEXICO
Account Manager: Carlos Verastegui (Ache Entretenimiento)
Grouper: Alejandro del Río (Casa José Cuervo)
Account Executive: Valeria Gálvez (Ache Entretenimiento)
Media placement: Presentation Card - ... - 01/08/2009
Media placement: Audiovisual Presentation - ... - 01/08/2009
Media placement: ... - ... - ...

Describe the objective of the promotion.
To promote Clearly Original in the consumption moments, being in the best concerts and events expressing the 'Be There' message. We were looking to get the brand close to its target by activities related to their preferences, promoting the cocktail drinking culture based on the mixture qualities of the brand by supporting the brand´s spirit through brand experiences, which contribute to strenghtening the emotional link between the brand and its target, reaching a high brand awareness level through specific activities focused on having the best brand experience.

Describe how the promotion developed from concept to implementation
We were in concerts and events according to speceific activities at consumption centres, configuring the most suitable stages to view the brand. We went to concerts and after partys mainly, we worked with creative artists linked to mixes. We were in the best concerts, in the ones that expressed the full originality of the brand and allowed the customers to live the 'Be There' attitude.

Describe the success of the promotion with both client and consumer including some quantifiable results
We reached a high worth of mouth and Smirnoff became the trendy brand among the youth scene, sponsoring events and being in the best concerts. Through a media coverage and a PR strategy, we amplified 'Be There' activities. getting Clearly Original Results: • 95% of the people involved in our activities were between the ages of 18 and 25--the ideal brand target. We increased brand awareness in a creative, new and original way. • Through our brand experiences, off-trade activities, PR and media coverage, we reached the unbeatable and Clearly Original result of: 2,065,706 total points of contact.

Explain why the method of promotion was most relevant to the product or service
It was the better method because Be There platform was a key part in reflecting the brand´s concept, it allow us to bring the concept to BTL activities.