Smirnoff: Smirnoff Pure Potential [image] 6

Credits & Description:

Category: Beverage
Media: Online, OOH, Point of Sale (POS)
Agency: Special Group
Client: Lion
Brand: Smirnoff
Company: Special Group, Auckland
Target: New Zealand · Asia Pacific
Creative Director: Tony Bradbourne, Special Group
Creative Director: Rob Jack, Special Group
Managing Partner: Michael Redwood, Special Group
Senior Account Director: Annabel Rees, Special Group
Account Manager: Milly Hewat, Special Group
Planning Director: Teresa Harris, Special Group
Strategic Planner: Rahat Chaudry, Special Group
Head of Production: Nigel Sutton, Special Group
Production Assistant: Rebecca Casey, Special Group
Studio Manager: Gavin Le Claire, Special Group
Freelancer: Jane Cresswell, Special Group
Managing Director: Nick Harvey, Spur
Senior Account Manager: Ollie Begley, Spur
Account Executive: Luke Whyle, Spur
Project Manager: Mathew Probert, Rollercoaster
Account Director: Carolynn Easton, Young & Shand
Account Manager: Jo North, Young & Shand
Senior Digital Designer: Ryan Overeem, Young & Shand
Director, Editor: Arvid Eriksson, SWIWI Media
Business Director: Alex Lawson, ZenithOptimedia
Business Manager: Andrea Burke, ZenithOptimedia
Senior Media Planner: Kate Gamble, ZenithOptimedia
Senior Media Planner: Henry Rowley, ZenithOptimedia
Media Assistant: Tasmin Wheeler, ZenithOptimedia
National Marketing Director: Craig Baldie, Lion
Category Marketing Director: Adrian Hirst, Lion
Brand Manager: Pip Mearns, Lion
Assistant Brand Manager: Lana Blair, Lion
Senior Spirits Ambassador: Dickie Cullimore, Lion
Features: Boosted Posts, Mobile News Feed, Reach & Target Blocks
Language: English (UK)
Objectives: Awareness, Preference, Intent, Online Traffic, Sales, Recommendation, Direct Response
Tags: Beverage, Asia Pacific, English (UK), Boosted Posts, Mobile News Feed, Reach & Target Blocks, Awareness, Preference, Intent, Online Traffic, Sales, Recommendation, Direct Response, Online, OOH, Point Of Sale (POS)  
Campaign Description
In a declining market, vodka brands were embroiled in a pricing race to the bottom. Instead of joining that price war, Smirnoff invested in reinstating itself as a badge brand. An innovative, two-phased approach was adopted. In the first phase outdoor, digital and social channels were used to turn around the brand image, making it one worth being seen with again. And in the second phase, the brand was made accessible to an 18+ target audience through innovative RTD event activations.
We positioned Smirnoff as the catalyst to release the good times. The campaign line is 'Pure Potential'.
-Firstly, to elevate the whole brand, rekindle its iconic status and ultimately protect its relative price premium.
-Secondly, create a halo effect to guide customers from RTDs to full strength vodka as their tastes matured.
Smirnoff’s campaign is about releasing the potential in everyday things to create amazing drinks and experiences - from the everyday ingredients which featured in the outdoor campaign, through to things hanging around in your fridge, through to old concrete mixing trucks.
Campaign Goals
Smirnoff’s target market 18-25 year olds are highly engaged with social media, they search out more meaningful and direct communications as opposed to traditional one-way marketing. Instagram is the fastest growing social media in the world. The personalized Instagram videos were the perfect way to show how the product could be used to release the ‘Pure Potential’ of the things you have lying around in your fridge.
Campaign Performance
In short, Smirnoff Pure Potential is the essence of a highly effective modern campaign. It exploded an insight-driven idea across traditional, digital / social and experiential channels to deliver exceptional brand and commercial results. It was highly effective in driving positive brand health and setting a platform where it successfully both held a price premium, but also drove sales volume. All against the backdrop of a declining market driven by price-cutting rivals.