Cannes Lions

EXPLORE THE NIGHT

JWT CAPE TOWN, Cape Town / SMIRNOFF / 2015

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Overview

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Credits

Overview

Description

The night is full of exciting possibilities. Smirnoff Ice Double Black with Guarana is a drink that makes you want to go out and explore. So we launched a fleet of free cabs. No strings attached.

First we launched our free cab service to influential online personalities and took them on some special journeys. Each online celebrity was given their own personalised content to share.

Then we dressed up our cabs, hid them around the city and asked listeners on national radio to spot them.

TV and radio ads launched our free cab service to the country and the young and trendy quickly began to use our free service.

Ordering a cab was simple with our mobile app. With geo-location and a seamless interface our app allowed users to comment on their experiences in real-time, revealing the real hot spots in their city.

Execution

First we launched our free cab service to influential online personalities. We kidnapped a DJ and ran a radio promotion where we hid our cabs around the city. Then TV and radio ads launched our free cab service to the country. Ordering a cab was simple with our mobile app. With geo-location and a seamless interface our app allowed users to comment on their experiences in real-time, revealing the real hot spots in their city while our website curated all the best experiences and adventures and helped us give SA’s youth a true taste of freedom.

Outcome

The campaign generated 46 million digital media impressions. Our twitter following increased by over 2000% and most importantly, we sold 87 million cans of Smirnoff Ice Double Black with Guarana, making it the Number 1 selling drink in its category.

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