Instant Win
Smirnoff Vodka - Journey of a Lifetime
- Product
- Smirnoff Red
- Promotion
- Journey of a Lifetime
- Promoter
- Diageo
- Promotion Period
- March to Sept 2008
Some background...
The promotion evolves from last year's highly successful Smirnoff Diamonds activity which we also feature in our case studies on-line. This time the quality of the Smirnoff brand is highlighted by tracing Vladimir Smirnoff’s dramatic journey.
Diageo’s aim was to offer a highly motivating incentive to prompt purchase of Smirnoff. With a large prize budget at stake, Umbrella were able to advise on how it would be best utilized, looking at projected redemption figures and how any financial liability could be reduced.
The mechancics...
The off-trade exclusive promotion, which is supported by a £2m marketing campaign, gives consumers the chance to win a 'Journey of a Lifetime' when they purchase a 70cl or one litre bottle of Smirnoff vodka.
Consumers are invited to go online and enter their unique alpha numeric, non-sequential code from pack to see if they are a winner. Consumers must retain a copy of their code and mail in the winning neck collar and itemised till receipt to claim their prize. Hundreds of winners get to re-trace the brands heritage in either, Moscow, Istanbul, Paris or New York. And 20 more lucky winners will win the 'Journey of a Lifetime', a trip which takes them to all four destinations.
The supporting marketing campaign includes heavyweight TV, press and online advertising, a digital campaign (www.smirnoff.com), PR activity and point-of-sale material including 800,000 on-bottle neck collars and booklets that outline details of the promotion and create engagement at the point of purchase.
