VAMP award-winning campaign: Hendrick’s Gin World Cucumber Day 2022

Since its inception, Hendrick’s Gin has focused on bringing the wonderfully magical history of gin into the here and now. The focus here is on the infusion of rose and cucumber. But the brand has also been able to create a romanticized dream world of gin, which has been celebrated every year since World Cucumber Day – which was launched by cucumber growers in England in 2011.

Implementation

To launch the campaign and promote the annual World Gherkin Day, we integrated Hendrick’s Gin with its own area and brand world at the hot spot for all gin lovers: the Vienna Gin Festival. Visitors were able to immerse themselves in the world of Hendrick’s and, in addition to various tastings, take part in the “pickle game” or take a photo with the mermaid in a shell – the symbol of the newly launched Hendrick’s Neptunia Gin. In addition, special cucumber flyers have already been distributed there, as a reservation and application for World Cucumber Day 2022.

Various QR codes were created using a sophisticated system and then applied to various advertising media (flyers, online, magazines, OOH, etc.). By scanning the QR code, you could get a voucher for the 1+1 promotion in all participating bars. Once the code had been released by the waiter, it was possible to track in the background where/when the voucher was redeemed and via which advertising medium the customer came to the restaurateur – a special added value for transparent measurement of the entire campaign.

These cucumber flyers and currencies were also distributed to the target group in advance on a special promotional tour through Austria. We made a total of 9 stops with the Hendrick’s refreshment cucumber in selected cities and distributed over 10,000 cucumber currencies.

In addition, there was a separate accompanying OOH campaign in which selected city lights throughout the country were provided with cucumber currencies to pick yourself. Furthermore, on the Ring in Vienna, not only was the most visited Warthalle itself branded for Hendrick’s Gin, but a unique edition of Hendrick’s News was also provided and actively distributed, in which one could read extraordinary gin recipes and stories about the gherkin.

Result

Feel, sense and experience with all your senses – whether events, promotions, roadshows or samplings – we love to inspire people live! Because in all our live brand experience measures, we pay careful attention to how people perceive a brand when they come into contact with it. The way in which we create a certain perception and bond through various touchpoints and interactions (which we create in a targeted manner) – that is the art of brand experience.