Diageo unbottles new campaigns for Smirnoff and VAT 69

With the launch of a new philosophy 'Unfakeit' and a gaming portal, the company is betting big on digital activations for the brand campaigns

e4m by Ankur Singh
Updated: Nov 19, 2014 8:15 AM
Diageo unbottles new campaigns for Smirnoff and VAT 69

Diageo India has introduced two new campaigns for Smirnoff Experience and VAT 69 Gaming Portal, respectively.

For Smirnoff Experience, one of India’s leading music festivals, the brand is all set to launch a new philosophy ‘Unfakeit’ for the second edition of the festival. According to the company, the new campaign, ‘Unfakeit’ is a philosophy that stands for having real and effortless fun. It comes from the consumer insight that life is best, when stripped of rules and pretense. Through this campaign, the brand hopes to become a catalyst for a cultural shift that thrives on being real for the most fun occasions. The campaign kick-starts with a TVC that follows four out-to-be-noticed young men and women who end up at a real party where they discover that real fun can be far more enjoyable than pretense. The company will follow it up with multiple activations on the digital platform that will bring alive the philosophy primarily driving awareness and building relevance by engaging with consumers.

Watch the TVC here:

On the other hand, VAT 69’s new campaign for its Gaming Portal is premised on the brand message “Be ONE in a 100”. A company statement says that this campaign brings alive Vat69’s brand philosophy “Exhorting Men To Succeed By Doing Things Differently” in an innovative manner. As a part of the campaign, the company is launching two TVCs that introduce the new brand message. Taking a unique stance, the TVCs salute those distinctive people who found their ‘Eureka’ moment from an unnoticed or a missed opportunity. They represent that genius who is proficient enough to innovate rather than invent. The TVCs are currently on air across the nation and the same will be amplified across digital platforms as well. Since the campaign is for the Gaming Portal, the brand will be focusing heavily on targeted digital media activations. To ensure consumer engagement, the brand has planned some on-ground activities that will take the virtual gaming experience to real life, thus bringing alive the brand philosophy.

Watch the TVCs here:

In an exclusive interaction with exchange4media, Bhavesh Somaya, Director – Marketing and Innovations, Diageo India, said, “For Smirnoff Experience, through our research, we found out that consumers are constantly looking for experiences that allow them to be real and express their originality. While there are evident rules and pretentiousness, consumers want to move towards a culture where every experience is effortless. Using this insight we came up with ‘Unfakeit’, which encourages this emerging culture, and demonstrates that life is best when stripped of rules and trying too hard.”

“In the case of VAT 69 Gaming Portal, the consumer insight towards the inception of this campaign is that every individual strives towards being different whether among his peers or the world at large. However, one doesn’t really have to move mountains or push the frontiers of science. He can be different by simply making life a little less awkward and a lot more comfortable by small, smart steps,” he pointed out.

The Smirnoff Experience’s new philosophy will be activated across online and offline spaces, said Somaya. “Besides the main festival in Goa, we intend bringing to life this new philosophy across all party occasions like house party, clubbing or big night-outs. The idea is to break the pretense and superficial behaviour to kick-start great nights. In the online space we will leverage influencers to drive buzz and engagement around this campaign,” he said.

The VAT69 Gaming Portal campaign too will be activated across online and offline spaces. “The digital campaign in particular involves amplifying the brand’s message reaching five million views though a mix of channels like Youtube, Facebook among others. To ensure consumer engagement, we’ve planned some on-ground activities that will take the virtual gaming experience to real life, thus bringing alive the brand philosophy,” said Somaya.

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