Cannes Lions

VODKA

WOW RAPP COLLINS, Auckland / SMIRNOFF / 2002

Awards:

1 Gold Cannes Lions
1 Silver Cannes Lions
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Overview

Entries

Credits

Overview

Description

Peter Skudnigg, Fritz P. Steinbacher/Wunderman Vienna With the Transit Connect, the Ford Motor Company launches a new category of commercial vehicles, smaller than a truck, but nevertheless unbelievably roomy. This benefit – smallest weight for impressive transportation volume – should be dramatised in form of a mailing with strong impact for the target group. The main task was to generate leads. In order to convey key benefits of the Ford Transit Connect, we use a well known symbol: the long-stretched-out 'Long Vehicle sausage dog'. The dog can be shortened by its own mechanic – a humorous peg for the advantages of the Ford Transit Connect (truck-capacity and passenger-car-dimensions). This symbol is the main element and frontpiece of the information folder, which is sent together with a response card.

The recipient learns all the facts inside the direct mailing and can request a sample price, delivered to his address, or book a test drive. Catalogue and price list can also be ordered by mail. Richard Bleasdale   Managing Partner   WRCBrent Kennedy   Strategist   WRCAmanda Sexton      

Execution

In order to convey key benefits of the Ford Transit Connect, we use a well known symbol: the long-stretched-out 'Long Vehicle sausage dog'. The dog can be shortened by its own mechanic – a humorous peg for the advantages of the Ford Transit Connect (truck-capacity and passenger-car-dimensions). This symbol is the main element and frontpiece of the information folder, which is sent together with a response card.

The recipient learns all the facts inside the direct mailing and can request a sample price, delivered to his address, or book a test drive. Catalogue and price list can also be ordered by mail.

Outcome

Brand Awareness:Spontaneous awareness of Smirnoff up 50%, from 38% to 57% pre and post the two month programme against our core audience of 18 – 24 year olds.Sales:35% sales increase during the campaign period – year on year sales.

8.2% increase in Smirnoff market share.242 bars registered for the program, versus a target of 100. 105 new bowsers within bars and clubs were gained as a result of the activity.On the day key bars experienced Smirnoff sales increases averaging 131%.The website:8.5 million hits to www.halfdayoff.co.nz. 56,000 unique users within a national target group of around 200,000 consumers.75% of people who registered for the draw referred the site to friends.A huge database of brand advocates has been created for ongoing campaigns and programmes.www.halfdayoff.co.nz came from nowhere to become the No 1 Food and Beverage website in New Zealand during the promotional period.

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