Jane Leung
Sep 15, 2010

Smirnoff seeks country with best nightlife in biggest global push to date

Smirnoff has invited 14 countries from around the world to compete for the best nightlife in ‘The Smirnoff nightlife exchange project’. According to mother company Diageo, this is the brand's biggest international push to date.

Smirnoff seeks country with best nightlife in biggest global push to date

‘The Smirnoff nightlife exchange project’ is a global integrated campaign with user-generated elements, initiated in the UK. Other countries included are Australia, India, Thailand, the US, Argentina, Brazil, Canada, Germany, Ireland, Lebanon, Poland, South Africa and Venezuela.

The project, led by JWT, Splendid Communications, RPM and Agency Republic, is based around Smirnoff's Facebook page, blogger outreach programmes, mobile channel Smirnoff.mobi, TV executions and on-ground events including parties featuring world renowned DJs.

Smirnoff partners with MTV in asking people from each of the countries to suggest what they think best represents their country’s nightlife. A selected local expert will judge the submissions and have the final say for the crowning on 22 October. Each country will then package its representative work for exchange with other markets on 27 November.


Source:
Campaign Asia

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