Category: Socila Media & Viral Marketing
Advertiser: DIAGEO PUERTO RICO
Product/Service: SMIRNOFF
Agency: JWT SAN JUAN
Vice President/Regional Creative Director: Jaime Rosado (JWT San Juan)
Associate Creative Director/Copywriter: Lixaida Lorenzo (JWT San Juan)
Art Director: María Alou (JWT San Juan)
Interactive Creative Director: Manuel Torres (JWT San Juan)
Interactive Art Director: Daniel Vicente (JWT San Juan)
Media placement: Digital - Facebook - Internet - 1 December 2011
Describe the brief/objective of the direct campaign.
In Puerto Rico during the Christmas season, the amount of deaths due to drink-driving is alarming. Smirnoff wanted to help. To do so they changed the meaning of their slogan 'Be There' from 'make sure you’re present at every party' to 'make sure you’re present (alive) after the holiday season'.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the Promise To Be There Facebook Application. We invited people to make a daring promise to a Facebook friend, something the friend wouldn’t want to miss. Example: 'On February 10 I’ll shave my head'. The promise had to be fulfilled after the holiday season. The only thing the friend had to do to see the promise be fulfilled was not drink and drive so he could 'be there'. These promises were posted on both the sender’s and the receiver’s Facebook wall on the 24th and the 31st of December and re-posted the day the promise was to be fulfilled.
Explain why the creative execution was relevant to the product or service.
Through its slogan, Smirnoff invites its consumers to 'Be There' at every party so they can have a great time with their friends drinking their vodka. So it makes it relevant for the brand to also use its slogan to motivate consumers to not drink and drive so they can 'be there' to party for many years to come. Also, the fun tone and manner of the effort is a refreshing approach to the traditional don’t drink and drive message.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In just 30 days over 10,000 promises were made.