29 November 2001
At 12 noon, on Friday 7 December, thousands of New Zealanders will be ‘taking it off’ with Smirnoff, as part of a
nationwide campaign – The Half Day Off.
The Half Day Off campaign (aimed at the 18-30 year market) kicked off at the start of October 2001 and is aimed at
encouraging the nation to liberate themselves by simply taking the half day off at a busy and stressful time of the
year.
To lead the land into liberation 5000 $25 Smirnoff bar tabs have been up for grabs via a special promotional website:
www.halfdayoff.co.nz The Half Day Off website has received more than one million hits across the globe as consumers find
out about the Half Day Off and how to win bar tabs.
One-liners, playing on the ‘off’ part of the word ‘Smirnoff’, are being bandied around every town in New Zealand on
bright red billboards, fly posters, flyers, cinema and TV ads. Each ‘Off’ message is a simple suggestion of what to do
on the Half Day Off:
Pointless Meeting Off; Shirt & Tie Off; Pressure Off; and Dance Your Ass Off.
Suggestive Smirnoff ‘Off’ t-shirts were even spotted at the recent Robbie Williams Tour with: ‘Robbie Get Ya Kit Off!’
Amanda Sexton of New Zealand Wines and Spirits, distributor of Smirnoff in New Zealand says:
“Smirnoff is the category leader in the NZ vodka market and is always firmly found in the 18-30 year-old social circuit.
It is a highly sociable brand that is predominately consumed in a party, good times context with friends. For these
reasons it is about living it up with like-minded people and being liberated together.
Hundreds of bars and clubs, up and down the country, have registered to take part as Official Half Day Off Bars. Live
bands, DJ’s and bar-staff will be spreading the Smirnoff word through special in-bar themed ‘Off’ promotions planned.
All of which will ensure that every town in New Zealand come December 7th will be going off!”
At the time of release, there is 7days: 19 hours: 37mins: 21secs to the Smirnoff Half Day Off.
Ends.
THE OFFICIAL HALF DAY ONE-LINERS
OFFicial Holiday
Dance Your Ass OFF
Lunch with Ex-OFF
Pointless Meeting OFF
Shirt and Tie OFF
Pressure OFF
Quiet Night at Home OFF
Carols by Candlelight OFF
New Year’s Resolutions OFF
It’s gonna go OFF
Band Practice OFF
Easy Listening OFF
Excuses to take OFF
Take OFF