Abstract:

The story of the research behind the award-winning Smirnoff's Nightlife Exchange Project that helped return the Smirnoff brand to strong performance globally is described in this presentation. The presenters reveal how an online community was used to mirror the reality of the proposed roll-out of the campaign, later described as one of the most innovative spirits campaigns in recent years by Adweek. Travel across Western developed markets to emergent countries to gain insight into the challenges of rolling out a global campaign across divergent cultures in this presentation.