Instant Win
Smirnoff Vodka - Diamonds Instant Win
- Product
- Smirnoff Vodka
- Promotion
- Diamonds Instant Win
- Promoter
- Diageo
- Promotion Period
- 16.05.2007 - 31.10.2007
With the objective of targeting female consumers and continuing the message of ‘pure quality’, Diageo worked with Umbrella to execute the ultimate in instant win competitions. What better way to a woman’s heart than the offer of 200 diamonds worth £200,000!
The value and nature of the prize, required Umbrella to provide a well thought through insurance policy for Diageo and plenty of advice on how to get the mechanics of the promotion working to Diageo’s benefit. Special fraud prevention measures were essential. The result was a highly engaging promotional neck collar, with big headlines and lots of on-shelf theatre, inviting consumers to remove the special card and to reveal a win/lose message by pouring drops of vodka on to it. A highly original promotion… and thanks to Umbrella, a campaign with no risk attached.
