Brief:
To reach Sminoff's audience with a creative idea and/or an advertising campagin.
The target audience is the end user, male and female aged between 25 and 55 years old which disposes of a regular monthly income.
Generated Campaign:
Advertising Campaign name: "Smirnoff, Lights Your Party"
The generated campaign mostly uses a BTL communication since the below 25 years old segment is not included in the reach.
The campaign has been supported by an earlier performed market research and emphasizes on the style and recurrent features of Smirnoff's previous campaigns.
Generated Idea #1 - Lighted Icicles
The objective of the installation is to create awareness of the brand in specific zones of the city frequented by the target segment of audience.
Generated Idea #2 - Basement Party Replica
Smirnoff recurring feature: "partygoer style"
As for idea#1, idea#2 is intended to reach the target groups in specific areas of the center reproducing a fake basement party indended to attract the attention of pedestrians with music and voices coming from the window. As the engaged individual looks in the crack of the window the final message will be delivered: there are only Smirnoff bottles in the inside because Smirnoff "lights the party".
Generated Idea #3 - QR codes for Main Event Promotion
"Light my Party" App
To promote the main event of the campaign it is going to be developed a digital application introducing the customers to a "game with reward"
Smirnoff bottles carrying 2 QR codes each are going to be located in clearly defined pubs and restaurants. When the codes are scanned with the QR codescanner the user will be redirected to a virtual ingredient automatically “stored” in the registered user’s account of Smirnoff's app. The objective for the engaged user is to locate the bottles around the city in order to gather all the necessary ingredients to create their virtual favorite cocktail that will be offered for free at the time of the main event.Through the app it will also be possible to swap ingredients with friends just allowing the application to have access on the facebook or Draugiem (most popular in Latvia) account of the user. This to generate a wave of Word of Mouth (WoM).
Smirnoff bottles carrying 2 QR codes each are going to be located in clearly defined pubs and restaurants. When the codes are scanned with the QR codescanner the user will be redirected to a virtual ingredient automatically “stored” in the registered user’s account of Smirnoff's app. The objective for the engaged user is to locate the bottles around the city in order to gather all the necessary ingredients to create their virtual favorite cocktail that will be offered for free at the time of the main event.Through the app it will also be possible to swap ingredients with friends just allowing the application to have access on the facebook or Draugiem (most popular in Latvia) account of the user. This to generate a wave of Word of Mouth (WoM).
Generated Idea #4 - The Octagonal Fountain
The game with reward will count a total of 19 ingredients where the fundamental one is decribed by Smirnoff's vodka. This one is retrievable and scannable in only one place, or else, the Octagonal Fountain in Kronvalda Park.
