Smirnoff campaign featuring Zane Lowe
Smirnoff campaign featuring Zane Lowe

The campaign is designed as a call-to-action and invites consumer-generated ideas from 14 markets. These concepts will then be packaged in a shipping crate as event experiences, with the campaign culminating in a finale on 27 November, when each of the 14 countries exchange the best of their nightlife with a partner country.

The 14 countries taking part are the United States, Great Britain, Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Lebanon, Poland, South Africa, Thailand and Venezuela.

The activity continues the “Be there” campaign, which is underpinned by the strategy of helping people enjoy one-of-a-kind experiences.

The campaign will be anchored in the brand’s Facebook page and includes a global partnership with MTV, a blogger outreach programme, an owned mobile channel and a TV and web advertising campaign. Consumers are invited to make suggestions for what represents the best of nightlife on the Facebook page. and once the suggestions are in, it will be up to a local expert in each country to decide what will represent the very best of each country’s nightlife in the exchange.

See Diageo's global innovation director Syl Saller appear at The Annual, Marketing Week’s new conference on 29 September 2010
See Diageo’s global innovation director Syl Saller appear at The Annual, Marketing Week’s new conference on 29 September 2010

The results will be revealed on 22 October and then each country will pack-up its best nightlife for one of the other countries to experience on 27 November.

The TV campaign will deploy user-generated elements including video footage of consumers describing what in their view is the best of their country’s nightlife. In the UK, a regional tour of experiential street activity will take place from 25 September and people will be encouraged to record their views on what’s best about their local scene via a vox pop booth. Those that visit the crate will have a chance to gain a special wristband which will entitle them to selected discounts on drinks and complimentary access to a number of The Smirnoff Co’s on-trade partners’ bars for the night.

Agencies involved in the project include JWT, Splendid Communications, RPM and Agency Republic

Diageo GB managing director Simon Litherland recently promised more investment in flagship brands, such as Smirnoff.

For more information or to book your place at the Annual go to