| Brand | DIAGEO LEBANON |
| Product/Service | SMIRNOFF RED |
| Entrant | JWT Beirut, LEBANON |
| Category | Event & Field Marketing |
| Entrant Company: | JWT Beirut, LEBANON |
| Sales Promotion/Advertising Agency: | JWT Beirut, LEBANON |
The Brief
Alcohol is one of the main causes of car accidents in Lebanon and as part of Smirnoff’s social responsibility; it needed to remind people to “drink responsibly”.
Knowing that the nightlife in Beirut has been expanding exponentially over the last years and almost 60% of the population is under the age of 35.
We needed to reach the partygoers and not preach them.
Describe how the promotion developed from concept to implementation
How can we make our consumer’s nights out a socially responsible experience without being moralistic?
In the one area where happiness, thrill, and positive vibes occur: The Beirut nightlife scene, an interactive and lighthearted stunt was developed to remind people that it’s very easy to lose focus of reality after a heavy night of drinking.
Measurements & photographs were taken of the main elements that people interact with the most in pubs and nightclubs. They were replicated and people were then faced with “fake doubles”.
Describe the success of the promotion with both client and consumer including some quantifiable results
Thousands of the Smirnoff “Guide to Drink Responsibly” were distributed all over the city. Hundreds of partygoers used the free taxi services provided by Smirnoff.
Explain why the method of promotion was most relevant to the product or service
Our goal was to have them experience the consequences of over drinking while being sober - in order to get our “drink responsibly” message through.
These interactive stunts caught our partygoers off-guard and injected awareness when they least expected it which made them think twice before getting behind the wheel.
Credits