Campaign: Second Opinion

Sue Skeats, associate director of Nelson Bostock Communications, has worked on campaigns for Southern Comfort and Rolling Rock.

This campaign has certainly got a wow factor: one you'd love to have in your agency credentials. It was the kind of stunt that's often proposed to clients but rarely gets used. They love the buzz and hype these things can generate, but weighed up against a hefty chunk of budget for such a high-risk venture (media could leave out branding, and so on), they're often sidelined for safer bets.

Upon closer inspection, however, did it deliver against the initial objective: to promote Smirnoff's new eagle image?

When I conducted a straw poll of 18 to 24-year-old friends and colleagues, many remembered the stunt, but most couldn't remember who was behind it.

Many thought it was for Red Bull - they linked it with the well-established and well-supported 'It Gives you Wings' campaign of the energy drink.

Hats off to Smirnoff for its bravery - and hats off to Splendid Communications for pulling it off. But it could have increased focus on those all-important, media-savvy, younger consumers, rather than just communicating to the public at large.

For instance, a clever viral campaign would have highlighted the new eagle story against the broad brushstroke awareness the stunt achieved editorially and via the posters.

Creativity: 4

Delivery: 3


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