CD cover

To keep our design consistent we kept the black and white theme for the CD cover as well. 

We put our blog URL on the back.

Creative report

Below are the print screens showing our design for our report format. We wanted it to represent Smirnoff as a brand, with elements of the app features.

Cocktail booklet

Below is a selection of images, of a cocktail leaflet which was attached to litre bottles of Smirnoff, at the moment. From seeing these recipe books we feel that our app/viral would be an overall success, since Smirnoff, the brand themselves  have looked into the cocktail idea at this time.

The Report ... Summary

To summarise the report, both the app and the viral video will be launched on the 1^st September, for the main target market, as this is when the app would be most beneficial, and would reach its highest download peak. Everything which is included in the video, highlights the best aspects of one of the three core functions of the app, making the app most appealing to customers. 

The viral made is a simple, yet fun and effective means of showing the app’s features of the ‘Recipe Finder’ section, clearly showing how easy and fun it is to create the cocktails at home, keeping costs down for students, and fun for those who like to stay in and wow their friends. 

Overall, the idea of the Smirnoff app/viral video is a good idea, and should be successful, as the launch date fits in which the overall target market. Each aspect with the app fits in well with each other, linking it all together and making it consistent. Emphasis has been put on all three core functions as they are all as successful as one another.

The Report .. Schedule/launch date & Sources

The release of the app would be set to be launched on the 1st of September, coinciding with university fresher’s, as these are the main target customer. To promote the app further Smirnoff would set up stalls at various university fresher’s fairs in the main cities in the UK, e.g. London, Manchester, Liverpool and Belfast. The stall be playing the viral video throughout the event, with Smirnoff staff handing out leaflets with QR codes, and plastic shot glasses which then entitle the customer’s to get a free shot once they are at one of the sponsored bars. They can find the sponsored bars by downloading the app, and following the ‘Around Me’ section. In the sponsored clubs there will be posters, and beer mats advertising the app, with QR codes, which then leads people to the app store where they can download the app for free.

The Smirnoff viral video would be shown on youtube, Facebook and the Smirnoff website. Universities that are having Smirnoff at their fresher’s fair, would have the video on their student union website. The websites chosen are most popular with the target market and would be most beneficial to making the video a viral success.

The Report .. Rationale behind the video

The viral video was created to promote, and show one of the three core functions of the app. The part which was focused on was the ‘Recipe Finder’. The aim of the viral is to get the target customer interested in the new Smirnoff app, by showcasing the features in a fun and interactive way. The inspiration for the viral video came from a variety of past adverts, including the Lurpack Lightest spreadable advert (Lurpack advert, youtube.com, January 2012) and the Comet blender advert (Comet Blender, youtube.com, October 2010). 

The main objective of the viral video, was to show the process of creating cocktails, from fruit to blender – proving that it can be done at home. If the viral was filmed professionally it would show other varieties of cocktails, with the inclusion of cocktail aids e.g. grenadine. The video would also use more blenders mixing in sync, to create a good effect.

The viral begins with an opening shot of a bottle of Smirnoff vodka, highlighting what the video is about. To keep in with legal restrictions the drinkaware.co.uk logo will be visible to the audience at this opening shot. It then cuts to short, sharp shots of fruit being chopped, which have been sped up to create a more dramatic effect. The viral video needed to be fun and catchy, so the addition of the quick editing would be appealing to its younger audience. The next scene shows the fruit being added to the blender, in a jolty and distorted manner. The introduction of the Smirnoff to the blender has been slowed right down, to highlight Smirnoff as the key ingredient to the cocktail. This then leads onto the mixture being blended, to create the finished cocktail recipe. During this part of the video, sound effects have been left in, to emphasise the actions which are happening. To present the cocktails in an impressive manner, the video then cuts to a shot of two glasses, which are then subsequently filled with ice, the cocktails, straws and cocktail umbrellas, to show how easy it is to create the cocktails at home. Next, shows the app itself, being used in an environment to show its features. The finishing shots include the Smirnoff logo, and the strapline ‘make every night a Smirnoff night’. The strapline is applicable for all features of the app, and will be used across the viral’s for the other features of the app.

The ideas behind the ‘Around Me’ video, if created, would include a scenario set up, with two groups of people, one with, and one without the app. The story behind the viral would be without the app, the customer wouldn’t have a good night, as they wouldn’t know where to go, and would spend more money on drinks, but the group who had the app knows where is good in the city, and would have a good night thanks to Smirnoff.

For the ‘Create a new flavour’ section of the app the video would be similar to the ‘Recipe Finder’ video, with a group of people all drinking Smirnoff Vodka, and adding different ingredients, to test out whether they would work as a new Smirnoff flavour. At the end it would explain about the Facebook competition, and how to enter.

The Report ... Core Functions of the app

As previously stated, there are 3 core functions of the app, which include the ‘Around Me’, ‘Create a new flavour’ and ‘Recipe Finder’ sections.

The ‘Around Me’ section of the app, focuses on the customer’s current location, and gives them examples of venues and places to go, which are sponsored by Smirnoff, and sell Smirnoff products. Reviews, and ratings are shown, to give customers an idea of the type of venue, and what’s appealing to them. Another feature allows customers to get a 10% discount at the bar of one of the chosen featured venues, this will be viewed as an incentive to download the app.

‘Create a new flavour’ is another section of the Smirnoff app which enables customers to interact with social networking sites, and other Smirnoff customers. This section allows customers to release their creative side, and design a new flavour for the Smirnoff Brand. Once the new flavour has been created, it can be shared on Facebook, which enters it straight into the competition, with the winning flavour being put into production.

The final section of the app is the ‘Recipe Finder’, which encourages customers, to once again bring out their creative side and make new cocktails using Smirnoff vodka and other varieties of the Smirnoff brand. Customers can chose the sort of ingredients they want/have for their cocktail, which will then take them to the recipe of a suggested cocktail, laid out in an easy step-by-step guide.