Category: Best Use of Ambient in a Promotional Campaign
Advertiser: HENDRICK’S GIN
Product/Service: LARGE SCALE EVENT
Agency: MOMENTUM WORLDWIDE
Account Director: Giles Hanson (Maloney & Fox)
Principle: Miguel Calvo (Calvoco Designs)
Media placement: Event - San Francisco - 6 Dec 2011 - 8 Dec 2011
Media placement: Event - New York - 12 Dec 2011 - 15 Dec 2011
Describe the objective of the promotion.
Hendrick’s Gin aims to become the most loved and talked-about super premium spirit amongst trade and consumers, as well as to recruit new gin and white spirit drinkers while retaining the fanatical loyalty of current fans. The objective of the Enchanted Forest Programme was to create a high-impact experiential event that drove consumer and media engagement and created a swell of media buzz around the brand. The goal was to develop a programme that delighted traditional gin drinkers and captivated other premium spirit drinkers (e.g., vodka) by showcasing how Hendrick's transcends the traditional gin category.
Describe how the promotion developed from concept to implementation.
We worked with interior designer Miguel Calvo to completely transform empty, raw spaces in San Francisco and New York into a truly unusual and unique living advertisement for Hendrick’s Gin. Featuring a living moss floor, a snow machine, trees growing out of concrete floors and a host of other enchanted decorative elements, the focal point of each space was the tree house bar, which provided a space for us to deliver unique cocktails and performances by the likes of Bindlestaff Family Cirkus and the Frisky Frolics Band.
Explain why the method of promotion was most relevant to the product or service.
We worked with Hendrick’s Gin to compose a series of events to live up to its reputation as a 'most unusual gin'. Every corner of the space had something unique to delight the senses…enormous mushroom gardens, a birch forest, lit fountains, moss-covered animals, the tree house bar, real tree stump seating areas…all discovered as consumers walked along mulched trails with music and entertainers enhancing the atmosphere!
Describe the success of the promotion with both client and consumer including some quantifiable results.
The events produced a 175% increase in RM program opt-ins for the 2 target markets in which they were held, a gain of 1,181 new enrollees. Additionally, Facebook 'likes' increased by 5%, from approximately 38,000 to 40,000 in the month between the time the programme launched and the post-event communications. Lastly, there were 322 media placements made, generating over 226MM impressions with coverage in 42 unique publications.