Ask the Board – April 17, 2017 | MARK ZWICKER

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Of the successful projects you’ve worked on, which is your favorite, and what steps led to making it a success?”


One of my favorite and most successful projects is now a full decade old! In 2006, we had an opportunity to create a digital in-store experience for Smirnoff. The brief was pretty straightforward: Leverage Smirnoff’s relationship with the new James Bond movie, Casino Royale, the first to star Daniel Craig. The solution would invite the viewer to try James Bond’s favorite cocktails that just happen to have Smirnoff as an ingredient.

For technology, we sourced an all-in-one, small screen unit that mounted to the shelf below Smirnoff vodka on display in liquor stores. The content loop was activated by a motion detector or if the customer touched the screen. 10 years ago, this was quite a novelty, helping lead to the success of the program. The real star of the program was the content. Having access to footage from a blockbuster Hollywood release allowed us to create a dynamic and compelling spot, which led to a high percentage of full-length views. Fortunately for us, it also garnered a number of content awards.

In the end, the real winner was the brand, which saw its brand awareness and sales both exceed targets.

 

 

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Senior Vice President, Enterprise Business Development
St. Joseph Communications

MEMBER OF THE DSE ADVISORY BOARD
Content Council

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