Smirnoff Promo NIGHTLIFE EXCHANGE PROJECT by J. Walter Thompson New York

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Industry Vodka
Media Promo & PR
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Matt Macdonald
Creative Director Shirin Majid, Seth Rementer
Released September 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: DIAGEO
Product/Service: SMIRNOFF
Date of First Appearance: Sep 13 2010
Entrant Company: JWT NEW YORK, USA
Chief Creative Officer: Peter Nicholson (JWT New York)
Executive Creative Director: Matt MacDonald (JWT New York)
Interactive Exectuive Creative Director: Justin Crawford (JWT New York)
Interactive Creative Director: Mason Hedgecoth (JWT New York)
Head of Art: Aaron Padin (JWT New York)
Art Directors: Tiffany McKee/Moyeenul Alam (JWT New York)
Copywriters: Rick Abbott/Vahbiz Engineer (JWT New York)
Planner: Clive de Freitas (JWT New York)
Project Manager: Melissa Mouzalas (JWT New York)
Director of Integrated Production: Clair Grupp (JWT New York)
Director of Brand Production: Joe Calabrese (JWT New York)
Producers: Greg Tharp/Andrea Curtin/Brenda Fogg (JWT New York)
Account Executives: Amy Frisch/Sandra Ciconte (JWT New York)
Commercial Director: Samuel Bayer (Serial Pictures)
Branded Content Director: Arka Sengupta (MTV)
Commercial: Post Production: (JWTwo/Nice Shoes)
Commercial: Editor: Tony Chang (JWTwo)
Commerical: Music: (Fall on Your Sword/Art vs. Science)
Branded Content: Executive Producer: Nusrat Durrani (MTV)
Branded Content: Producers: Reese Patterson and Emily Anderson (MTV)
Chief Creative Officer: Rei Inamoto (AKQA)
Creative Director: Seth Rementer (AKQA)
Account Executives: Chris Stempky/Shu Jin Soon/Nate Boyer (AKQA)
Creative Director: Shirin Majid (Splendid)
Account Executives: Alec Samways/Niki Hunter (Splendid)
Account Executives: Spencer Baim/Evan Confield/Florian Jacquier (Virtue)
Account Executives: Simon Pugh (Carat)
Account Executives: Tyler Starrine/Karin Ticktin (DEI)
Media placement: TV spot - "Afterwards" - Cinema, Network, Cable - UK/Brazil/Canada - 13-20 September 2010
Media placement: News Spots - MTV, Comedy Central, VH1 - UK/Germany/South Africa/Australia/Brazil - 13 September 2010
Media placement: TV Campaign - MTV, Comedy Central, VH1 - UK/Germany/South Africa/Australia/Brazil - 13 September 2010
Media placement: Nightlife Exchange Facebook Page - - 13 September 2010
Media placement: Webisodes - - UK/Ireland/Germany/South Africa/Australia/Brazil/Argentina/Venezuela/India/Thailand - 1 October 2010
Media placement: TV spot - "My Idea" - Network, Cable - UK/Brazil/Canada - 4 October 2010
Media placement: Stunt - 14 Countries - 27 November 2010
Media placement: TV spot - "Celebration" - Network, Cable - UK/Brazil/Canada - 27 December 2010
Describe the objective of the promotion.
Smirnoff is the world’s #1 premium spirit. As such, the brand wanted to make a global statement about its mission to create original nightlife, bringing to life its brand idea “BE THERE.” From this came the Smirnoff Nightlife Exchange Project—an ambitious program that rallied consumers in 14 countries to find the world’s best nightlife, pack it into shipping crates and exchange it around the world in a series of events on November 27, 2010.
More than a one-off party, the Nightlife Exchange was a three-month virtual and physical celebration of nightlife for our community of three million+ fans.
Describe how the promotion developed from concept to implementation.
On Facebook, Smirnoff created a community where people in each country told us about the best of their local nightlife. Nightlife experts curated their country’s crates and designed amazing experiences based on those ideas. MTV cameras documented this journey in weekly webisodes.
Advertising and social media drove people to Facebook to rally support. We dropped real Nightlife Exchange shipping crates in major cities to build intrigue. Parties leading up to November 27 celebrated local nightlife before it was exchanged with the world.
Finally, on November 27th , the world swapped nights with huge celebrations in 14 countries.
Explain why the method of promotion was most relevant to the product or service.
Quite simply, because Smirnoff can, and as the world’s #1 premium spirit, we should. We wanted to unite our diverse communities around the world in support of something we believe in—unforgettable, once-in-a-lifetime experiences. That’s why we made it possible for India to exchange nights with Canada, Brazil with Australia, Argentina with Ireland, even Thailand with Lebanon. Over 100,000 people on 6 continents got a taste of an exotic night out. The Exchange even touched people who didn’t live in the 14 countries that were selected for the event. Consumers in over 170 countries tuned into our live-streams on November 27.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Over the 3 months of the program, Smirnoff received over 30,000 nightlife ideas from consumers. It grew its online community by 60% to 3.2M and generated 1.8BN impressions. Thanks to the Exchange, Smirnoff is now ranked the #1 spirit brand in social media (SMR Index, 2011).
For the client, the program has been so successful that it will be repeated in 2011. And perhaps most importantly, the Nightlife Exchange Project gave our community of 3.2 million the opportunity to help create one unforgettable night. A night that brought Smirnoff’s brand idea to life. We allowed people to truly “Be There.”