Smirnoff's quest for ultimate nightlife experience
Smirnoff has launched an international advertising campaign that will culminate in consumers from 14 countries swapping the best nightlife experiences in a series of global parties.
It is thought to be the biggest international marketing push ever launched by Smirnoff owner Diageo, which owns global brands such as Guinness, Johnnie Walker and Baileys, and includes a global tie-up with MTV, nationwide events and heavyweight TV and multimedia advertising.
The campaign, called the Smirnoff Nightlife Exchange Project, kicks off this week with TV advertising calling on consumers around the world to visit a Smirnoff Facebook page to submit ideas that sum up the best night out from their country.
This builds towards 14 simultaneous Smirnoff parties in different countries on 27 November. Each country will "export" their party ideas to another country. So Smirnoff's UK night out could be a Brazilian extravaganza while Australians may experience the best-of-British night out. Other countries taking part include the US, India, Poland, Venezuela, Argentina and Lebanon.
Smirnoff Ireland Brand Manager Carol McHugh said, “Smirnoff Ireland is delighted to be part of this exciting initiative, showcasing the best of Irish nightlife to a global audience."
"This bold campaign will see 14 countries work with respected nightlife figures to discover and celebrate the best elements of their country’s nightlife. These ideas will be captured online, packed-up in a crate and transformed into exciting event experiences. In an epic finale on 27th November, the world will swap nights, with each country exchanging the best of their nightlife with that of another."