Were You There? The research behind the innovative and award-winning Smirnoff campaign
Lyn McGregor and Oscar MartinezFlamingo and Diageo, USA
This is the story of the research behind the Award-winning Smirnoff's Nightlife Exchange Project, which helped return the Smirnoff brand to strong performance globally. The project used the online community and consumer co-creation workshops to mirror the reality of the proposed roll-out of the campaign, which has been described as one of the most innovative spirits campaigns in recent years by Adweek.
Readers will travel with us across Western developed markets to more emergent...