Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: DIAGEO INDIA
Product/Service: SMIRNOFF
Agency: JWT
Chief Creative Officer: Bobby Pawar (JWT)
National Creative Director: Tista Sen (JWT)
Vice President/Senior Creative Director: Tina Sachdev (JWT)
Senior Creative Director: Mohan Sanda (JWT)
Senior Art Director: Anu Rana (JWT)
Account Director: Mustafa Sidhwa (JWT)
Photograher: Himmat Shekhawat (Himmat Shekhawat)
Photographer: Tejal Patni (Tejal Patni)
Sound Designer: Anshuman Bhattacharaya (JWT)
Production Manager: Prashant Pednekar (JWT)
Client Servicing Director: Sachin Anand (JWT)
Account Director: Kunal Ross (JWT)
Account Manager: Ishita Mehar (JWT)
Account Manager: Rahul Desai (JWT)
Media placement: Packaging - Off Trade MT- Wine Shops - February 12th
Describe the brief/objective of the direct campaign.
Smirnoff created the 'I choose' campaign to highlight the fact that it believes young adults should have the freedom to decide what they want in every sphere of life, a fact stemming from the truth about vodka. You can make it 'your choice' by choosing to drink it in a variety of different mixes. We were to look at new and fresh ways to deliver this message to existing customers in the Indian market, where liquor advertising is restricted. And we needed to reach out to more young adults without having to invest in traditional expensive media.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We realised there is no medium more direct than the bottle and packaging as itself. So we wanted to engage our consumers further from the moment they open the product. We created a Spin the Bottle board game in, voila, a pack! In India, truth and dare is combined with spin the bottle. This unique way of playing the game was incorporated into the design. In research it was found that Smirnoff had extended to an audience who were aware of Smirnoff but have not tried it. This increase of awareness is at 10% based on a TNS study.
Explain why the creative execution was relevant to the product or service.
The whole concept of a board game packaging design fit in seamlessly with the idea of 'I choose' and Smirnoff's 3 pillars: 'intelligent, audacious and bold.' Youngsters could either just drink using the pack, or play a game. The combination of spin the bottle and truth or dare, engaged the consumer further by allowing them to express themselves in an uninhibited way. Besides, players could scan a QR Code on the board to download the app version of the game along with more category choices. They could also post their branded video/photo footage directly onto social media via the app.
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.
Maharashtra is India's biggest market for Smirnoff, and Mumbai is the biggest market within Maharashtra. In a Mumbai-focused test marketing exercise, limited edition packs were distributed among the top 100 off-trade outlets. The total distribution of cases were made based on the average sales for a month. The pack sold out within 3 weeks translating into a 20% increase in sales for the month. Owing to this success, the client is considering launching the limited edition pack in outlets and duty-free shops across Mumbai. Over the coming year, they will consider releasing in markets across the country.