Smirnoff Nightlife Exchange Project

The Challenge

WH was tasked with communicating the concept of the Smirnoff Nightlife Exchange Project, a one-of-a-kind worldwide event which saw 50 countries celebrate the best of global nightlife. Ireland was to swap the best of nightlife with Thailand. All tickets to this once off event were to be sold via the Smirnoff Ireland facebook page. High levels of positive media coverage were expected in advance pre and post event.

Our Response

WH worked with musical acts and theatrical performers from around the globe, and completely revamped the CHQ building in Dublin, to create a world class event that made guests feel as though they were experiencing the very best of Thai nightlife. Over 600 guests attended the sold out event. Surrounded by the decor and flavour of Thailand attendees sipped on delicious Smirnoff drinks, enjoyed flavoursome Thai food by Saba and danced to the hottest global entertainment and international music acts including Australian dance sensation the Potbelleez, Fourplay DJ’s and DJ Gordo. Guests were also entertained by a host of theatrical performers including Thai acrobats, fire dancers and the glowbot as well as gathering for a mass lantern release at midnight. The overall effect resulted in an unforgettable consumer experience which generated massive coverage for Smirnoff.

The Results

  • 294 pieces of coverage achieved in print, online and broadcast channels
  • Exceeded pre-set KPI’s by 89%
  • OTS / OTH 24,656,593
  • Hashtag #SmirnoffXChangeIrl trended on twitter on the night