Appleback (Euro RSCG KLP - 2005)

Client: Smirnoff (Diageo)

A campaign was developed to drive awareness and trial of Smirnoff Appleback, a new mixed drink from Smirnoff. The campaign included "barstorming" activity where promotional staff visited 375 bars in 6 weeks. During their visits, they distributed 46,000 lenticulars containing details of a 'text and win' prize draw to win a trip to the Big Apple.

To enter the draw, consumers had to text their email address to a short code. Once each entry had been received, an automatic email was sent to the participant driving them to find out more about Appleback at a microsite. This simple SMS mechanic allowed us to extend the reach and exposure of the campaign beyond the bars.

The microsite also provided an alternative prize draw entry route and acted as a branded destination for above the line media and an email campaign to 48,000 Diageo subscribers.

Consumers were incentivized to use the 'send to friend' feature with the offer of 3 additional entries for each friend that enters the prize draw. This incentive proved very successful at encouraging word of mouth.

As the project manager, my responsibilities included:

• Scoping, budget and proposal development. Including creative idea generation and brainstorming.
• Writing creative brief and managing designers.
• Information architecture and specification including sitemaps, process flow diagrams and project documentation.
• Attending client meetings and helping to manage client expectations.
• Coordinating content development.
• Managing developers, designers and copywriters to ensure work is delivered on time, on brief and within budget.
• Managing SMS supplier relationship.
• Working with client's IT department to ensure corporate guidelines were adhered to.
• Monitoring progress against timeline.
• Setup and manage hosting.