Increase Smirnoff’s brand equity amongst 18-29 year olds via an experiential campaign that embraced their ‘Clearly Original’ positioning.


Utilising Smirnoff’s Russian heritage, we created an experiential platform – an espionage-style organisation led by Russian playboy, Nikolai and set about recruiting Agents.

Drawn to the website, consumers were invited to create an alter-ego, their Agent Identity. Their brief: to prove their worthiness by recruiting Agents, executing covert missions and submitting documentary evidence. Agents were notified of missions via text message, given a retrieval code and directed back online to obtain their mission brief.

Some Agents proactively created their own missions. Some went to extraordinary lengths to prove their loyalty (One Agent got a tattoo of the Smirnoff logo on his arm). Successful mission completion elevated an Agents status, increasing their chance of attending an elite Agent gathering (party).


Over 5,000 missions were accepted. Thousands of young people were actively exploring a life they had only ever witnessed on film. Missions ranged from altruistic actions to downright silly ones. Over 10,000 items were submitted as proof of mission completion.

Smirnoff’s brand equity was revitalised while offering young people an exhilarating networking platform.

  • 15,000 players
  • 42% profit increase
  • WOM approximately 50 people per player
  • 2.4 million in earned media in first 3 months
  • Returned Smirnoff to No. 1 spirits brand in NZ