Our brief was to make Smirnoff more relevant to 21 to 30 year olds by establishing it as a leader in extraordinary nightlife.
Our consumer-centric insight was that one person’s regular night in their home town might be boring to them, but to someone in another country it would indeed be extraordinary. Smirnoff nightlife events had never been linked together or promoted globally, so from our insight came the creative idea Smirnoff Nightlife Exchange Project – the day the world swapped nights.
Working as the global PR agency and UK PR & Social Media activation agency, we worked with fifty markets to create a three phase campaign:
Phase 1: The Idea Exchange. On Facebook people submitted what they thought made nightlife in their country great. Each market had a well-known nightlife curator who packaged up the best of nightlife into a crate to send to another country.
Phase 2: The Reveal. Via PR and Social Media we announced which country’s nightlife each market was getting, along with talent line up.
Phase 3: The Event. Media, influencers and celebrities were invited to the events and images and video released post event.