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Augmented Reality: A limited-edition new look for Smirnoff No.21 vodka |
INTERNATIONAL. This month sees Diageo GTME launch what it claims is a global travel retail first for the vodka category.
The new Depart From the Ordinary campaign is an extension of the Smirnoff global Be There campaign, promoting Smirnoff No.21 vodka in a fresh limited-edition design.
The contemporary new design uses augmented-reality technology to engage shoppers with a brand experience that they can take home to create on their own via the web.
When consumers move the logo on the limited-edition bottle in front of a specially designed computer screen in-store, a webcam reads the digital symbol on the reverse of the bottle and the augmented-reality experience animation is launched. The screen shows the bottle with a live animated party scene appearing to come out of it. The sound-tracked scene features a DJ playing dance music while partygoers dance.
The campaign includes advertising, in-store promotions, point of sales, sampling and concourse activations featuring the Depart from the Ordinary strapline and centred on the new pack design. It is initially launched throughout Europe and the Middle East, with other markets following later in the year.
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A webcam integrated into the computer housing reads the digital symbol on the reverse of the limited-edition bottle, triggering the augmented-reality experience |
The concept also enables consumers to log onto www.smirnoff.com at home with a webcam-enabled computer and experience augmented reality using their own technology.
“We’re really excited about this campaign as it brings the global Be There platform into travel retail as part of our brand-building strategy,” enthused Diageo GTME Marketing Manager White Spirits, Gins and Liqueurs Caroline Lyons.
“We know from our own research that in the travel retail channel we under-index with the target demographic for Smirnoff vodka, the young male leisure travellers aged 25-plus. As such, we want to create a ground-breaking experience which appeals to these guys and taps into their shopping motivations. With this limited-edition bottle, in-store excitement and concourse experiential activations, we’re looking forward to exciting results,” she added.
Enhanced focus on vodka market
As part of Diageo’s enhanced focus on the vodka market, Smirnoff No.21 also featured strongly in the group’s global summer campaign, Take Your Summer Spirit with You, designed to increase footfall and sales in global travel retail and highlighted a range of brands from the Diageo portfolio.
The seasonal campaign incorporated concourse activations, easy-serve sampling, promotional recipe cards, and strong visuals across advertising as well as value-for-money product promotions.
Click on the icon above to view the Smirnoff No.21 ‘Augmented Reality’ experience in action |
