In a highly competitive arena, we needed to ensure that Smirnoff captured their unfair share of voice with Millennials at Splendour in the Grass 2019. We needed to feature the portfolio breadth, amplify beyond the festival walls, demonstrate daytime relevance and most importantly, establish Smirnoff’s role in culture. Smirnoff ‘The Wilds’ was an immersive, sophisticated and transformative experience that seamlessly tied day to night in order to highlight Smirnoff’s whole portfolio. As an ever evolving experience, ’The Wilds’ became a mellow, holistic, botanical garden for Smirnoff Pure by day, yet as the sun set, the space seamlessly metamorphosed into a wild neon woodland for Smirnoff Red 21. As a result, we were the No.1 most recalled brand space at SITG, with consumers 55% more likely to purchase post experience. We reached over 90,000 visitors in 3 days and earned a social reach of 3.2mm.
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