Were You There? The research behind the innovative and award-winning Smirnoff campaign

This paper outlines the qualitative research design behind the award-winning global Nightlife Exchange Project from Diageo-owned vodka brand Smirnoff.

Were You There? The research behind the innovative and award-winning Smirnoff campaign

Lyn McGregor and Oscar MartinezFlamingo and Diageo, USA

Introduction

This is the story of the research behind the Award-winning Smirnoff's Nightlife Exchange Project,...