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Smirnoff Mission | Tactics | Deployment | Victories Mission One of the leaders in its market, Smirnoff wanted to continue strengthening its brand awareness whilst also aligning its products with the young and vibrant early adopters market. In building a relationship with these people, Smirnoff wanted to build a CRM database, whilst boosting sales. Tactics Festivals were targeted as key events with a concentration of Smirnoff’s target market. Free entry and VIP access at these events boosted Smirnoff’s brand image as young and trendy. The mechanic behind the promotion thus had to be simple, accessible and readily available to appeal to this market. Deployment Communicator developed 1 million, 585 thousand unique codes to be placed on specially marked Smirnoff products. Incorporating the key objectives of the mechanic Communicator delivered a 3 month campaign whereby consumers purchased a promotional product Victories The funky promotional creative was well received by consumers with 39 percent of unique codes being used to enter the competition, and 65 percent of these being entered via SMS.

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