Developed in tandem with Smirnoff.com, Smirnoff’s mobile site provided consumers with a choice of digital routes for interacting with the brand, with content tailored specifically for the relevant context of usage. With the ‘out and about’ nature of the core Smirnoff audience in mind, AKQA Mobile developed modules aimed at the mobile user, including a nightlife guide (a location-based bar finding product) and a pocket bartender (a mobile cocktail guide). This modular approach to the site lent itself to global scaling with localised content added depending on regional product and consumer preferences. The site was initially launched in the UK before commencing in India and Canada using localised content with similar success. Further locations are currently being added.
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