1. APPLICATION FORM<br />Award Category: Best bought, owned or earned<br />Program / Project: Smirnoff Nightlife Exchange Project<br />Name (Group or individual): Brazil Smirnoff Marketing and TradeMarketing Teams<br />Market / Cluster: Brazil<br />Context: Implementation of Smirnoff Nightlife Exchange Project in Brazil, the new communication campaign that inspire consumers to create and live extraordinary/global nightlife experiences. Facebook was used as the main platform to leverage consumer engagement through ideas submitting and contests participation. In Brazil, Facebook still has low penetration levels (12,5% of online pop.) and very few brands have made consumer activation using it as main platform. (Orkut is the leading social media network).<br />Detail of outcome achieved:#1 beverages brand community in Brazil and Top 5 in all FB brand communities in Brazil – (from 12k to 68k fans)High engagement rate (0,36) and more than 5k nightlife ideas submitted by consumers.26MM UU impacted through digital media. Over $1MMpounds in press coverage (230+ articles)7k consumers directly impacted by experiential platform.(exhibition + party)2,5K consumers impacted by RD platform – more than 5k km free taxi rides and 2k liters of free water served. Arrival Party elected by consumers the “Party of the year” in Veja online magazine.Brief description of the activity: Strong 360 activation:ATL media TV – regular TV spot + MTV local partnership (2 exclusive programs in Australia)Print – regular+ exclusive version of Metro (night distribution)Radio – regular spots + nightlife program naming rights ; Exhibition+ Arrival party coverageStronger-than-ever digital media plan (25% of total invested)Visibility + affinity channelsBloggers coverage- 30+ bloggers contributing to increase project awareness and relevance.3 Facebook contests – more than 70 winnersPR support and sister city press trip.Nightlife Exhibition ( Crate exposition). 80+ nightlife experts giving their personal contribution to make the first ever Brazilian nightlife exhibition. Exclusive content, never-seen-before documentaries, interactive stations, drinking experiences and every-night pop up parties.NEP Tour – 12 exclusive parties in On Trade outlets with NEP talent performance, heating consumers up for the Arrival party.Arrival Party- 8 international talents (4 australian talents), 2 stages, 9 hours of music, 9 exclusive drinks, tarp surf station, didgeridoo DJ set, meat pie and ice cream free distribution.Objective: Establish a strong brand community in Facebook (from 12k to 60k fans) and reach a high engagement levelDetail of outcome achieved:KPI´s:Local PR clipping value: above U$D 100.000. Achieved (until today): U$D 178.000. Image attribute: “J&B is The Party Whisky”: above 30%. Achieved: Data available by January 20thTOM: above 32%. Achieved: Data available by January 20thAdvertising awareness: above 10%. Achieved: Data available by January 20th<br />