Smirnoff Pure squeezes PR gold out of the Lime ban with new campaign via Special Group
On Friday, Smirnoff Pure and Special Group reacted as fast as front wheels lock. On Friday the New Zealand public eagerly awaited the news on whether Auckland Council would temporarily ban Lime scooters across the city.
The subsequent ban followed a number of recent incidents, some of which have resulted in injuries, caused by the wheels on the e-scooters unexpectedly locking. The public was informed they’d “know by lunchtime”.
But by that time, Smirnoff Pure billboards were appearing across Auckland claiming ‘Lime, with no ‘technical issues’.
The clever billboards were quickly across the front pages on NZ Herald, Stuff, Newshub, 1 News and Reddit with over 10,000 likes, comments, and shares on social alone in just 24 hours.
Says Simon Warren, senior brand manager, Lion: “We loved this idea immediately – it’s topical and fun, but it talks to the truth of Smirnoff Pure – which is just Vodka and natural ingredients and that’s all. Hats off to some fast thinking from the team at Special Group.”
Says Tony Bradbourne, ECD, Special Group: “A 
massive thanks to Zenith and QMS for their lightning fast turnaround and adaptability in getting these out.”
Client – Lion, Smirnoff
Senior Brand Manager – Simon Warren
Creative Agency – Special Group
Executive Creative Director – Tony Bradbourne
Digital Creative Director – Stu Mallarkey
Account Manager – Jack Close
Copywriter – Jack Gravatt
Art Director – Till Dittmers
Strategist – Callum Orr
Media Agency – Zenith
Media Strategist – Chris Thomas
2 Comments
Nice.
The Barrel.