The challenge was to create an engaging and original Smirnoff experience for consumers – something that would fire up their imagination and bring the ‘clearly original’ Smirnoff positioning to life. At the same time, the idea needed to leverage Smirnoff's distinctive Russian heritage.
Start an espionage-style organisation that gives young people an opportunity to create a secret agent alter ego and use it on carefully constructed covert missions. I wrote missions and created situations that appeared subversive, but had the safety net of an organised experience.
Participants used the organisation and the missions as a platform to network. Through their missions, consumers did the majority of the recruitment and promotion themselves.