Cannes Lions

SMIRNOFF VODKA

MINDSHARE AUSTRALIA, Sydney / DIAGEO / 2007

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

We recruited KC Baker, one of Australia’s top DJs, to host “Sounds of Smirnoff” every Friday night from 10pm-12am for 28 weeks. We attracted a vast dance music audience on national radio station Austereo Network. Over those 56 hours, Baker seeded new artist’s tracks, played content from international Smirnoff Experience parties, and built the hype. In between, he ran major promotions to win tickets to an Experience that money literally can’t buy.

Outcome

•Over 500,000 18-29 yr olds tuned-in to “Sounds of Smirnoff” at least six times•Registrations to win party tickets soared from 377 to 9,139 in seven weeks•Website visitors went from 1,381 to 6,279 in the first six weeks•Sales of Smirnoff have smashed all records

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