5/20 pages from the inaugural website

Agency said…

“Such well-crafted copy gave Smithy a tone and humour that resonated perfectly with the target market, and felt fully integrated with the rest of the John Smith’s brand.”

Judges said…

“Smithy was campaigned very nicely through each of the channels. It was a great piece of innovative sales promotion. For the audience there is a seamless connection between John Smith’s and racing, so it worked really well as an extension of the brand.”

Awards MAA Best Awards – Best Creative Sales Promotion Communication
IPM Gold Award
Where they were

John Smith’s has been sponsoring horseracing for 50 years, with the highest profile event being the John Smith’s Grand National.

Where they wanted to be

To build on this heritage and really involve loyal drinkers in the sport they love – at the same time drive sales.

Campaign idea
‘Experience the thrill of owning a racehorse’

The proposition was as simple as John Smith’s
No Nonsense positioning. Buy a pint. Get a share.
In 'Smithy’ a real racehorse. Consumers go online
and get exclusive racing experiences, such as
the right to vote on key decisions during Smithy’s
racing season, VIP access to racecourses, free
bets – all the things that fascinate and engage
the punter, and the trade!

Return on Creativity

By capturing the consumer’s imagination, the campaign over-delivered against all key performance indicators. Now nearly 10,000 people are shareholders and facebook fans.

© Paul Austin | website design: jimdesign