pm were appointed to reinvigorate the Smirnoff experience at Splendour in the Grass , the single key festival activation point for the brand.  


Diageo, the multinational distributor for Smirnoff in Australia, covets their position in the youth festival landscape for the festival  channel’s ability to access a large group of the brands target demographic. Youth festivals also represent an opportunity for the brand to provide a cost positive outcome for their experience expenditure

 

pm were appointed to reinvigorate the Smirnoff experience at Splendour in the Grass , the single key festival activation point for the brand. 

The key entertainment bar on site, The Smirnoff Cocktail Bar had always been well attended, but the brand was reaching for a higher sales return,  based on their years of involvement in the event.

pm worked with festival management to curate a larger event space than previous years, with a bar / stage re-design focussing on maintaining the bar & the music as heroes, without interrupting the flow of either aspect. pm programmed the music for the space along with the design, furnishing, on ground management of the space, liaison with the various Diageo stakeholders including national, state and regional teams.

The end result was a 39% increase in year on year sales, the most successful sales year recorded in the eight years that Diageo had been a partner of Splendour In The Grass. “Smirnoff” was the second most used term on social media during the festival; the festival name “Splendour in the Grass” was number one.


Partnership Management

Stakeholder Management

Event Production

Event Design

Compliance

Brand Consultation

Site Management

Entertainment Programming


That was a world class level of execution, phenomenal atmosphere, and hands down best on site across the 4 days (not to mention better than anything I’ve ever been involved with)
— Dan Bitti Brand Manager Smirnoff AUS
WOW…I lost count of the amount of times I was walking through the festival and heard people raving about the Smirnoff Bar…You are the missing link we never had….Thank you
— Justin Medcraft Assistant Brand Manager Smirnoff AUS