The Smirnoff Night Project created a huge buzz. Hundreds of auditions were uploaded onto the Smirnoff Night Project facebook app.

The TV series was a critical hit with reviewers, receiving 3 separate ‘Pick of the Week’ accolades.The TV station’s viewership doubled when the series was aired.

Every brand measure increased (Brand health, consistent high quality product, 'for people like me' etc).A 50% increase in the ‘Brand drunk most often’ measure.