SMIRNOFF

The Nikolai Organisation

SMIRNOFF

The Nikolai Organisation

SMIRNOFF

The Nikolai Organisation

SMIRNOFF

The Nikolai Organisation

SMIRNOFF

The
Nikolai
Org.

SMIRNOFF

The Nikolai Organisation

Smirnoff was losing brand equity and coming under price pressure in an increasingly competitive market. Traditional advertising wasn’t connecting with its consumers so we created a highly immersive experience that would let them feel something completely different to normal life.

We created The Nikolai Organisation (The N.O.) where people could become secret agents and complete missions for a slightly eccentric Russian millionaire.

Smirnoff was losing brand equity and coming under price pressure in an increasingly competitive market. Traditional advertising wasn’t connecting with its consumers so we created a highly immersive experience that would let them feel something completely different to normal life.

We created The Nikolai Organisation (The N.O.) where people could become secret agents for a slightly eccentric Russian millionaire.

Smirnoff was losing brand equity and coming under price pressure in an increasingly competitive market. Traditional advertising wasn’t connecting with its consumers so we created a highly immersive experience that would let them feel something completely different to normal life.

We created The Nikolai Organisation (The N.O.) where people could become secret agents for a slightly eccentric Russian millionaire.

Agents were invited to carry out assignments designed to create tension, and feel like they were operating close to the limit of the law. Agents were informed of missions via text and then downloaded their full briefing online. They would complete their missions and document them through social media, further spreading the awareness of the campaign.

The programme was created in collaboration with The Agent C. It ran for three years and resulted in over 10,000 missions being completed and over 22,400 native trees were planted.

Agents were invited to take on missions designed to create tension, and feel like they were operating close to the limit of the law. Agents were informed of missions via text and then downloaded their full brief online.

They would complete their missions and document them through social media, further spreading the awareness of the campaign. The programme ran for three years and over 10,000 missions were completed. 

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