Smirnoff Red Casino Royale

Brief:
Make the most of Smirnoff's international sponsorship of 007's Casino Royale

Insight:
Consumers in the Gulf love gambling and casinos, despite, or maybe because it is banned

Solution:
Organise a high-end casino night in the trendiest watering-hole in Dubai

Results:
Linking the launch party to an on-premise promotion increased YoY sales by 12%