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A REFRESHING DETOUR

Hendrick's Gin

Challenge

Hendrick’s imaginative brand world is one of its most distinctive features that sets it apart in an incredibly competitive category. We transported Londoners to this exciting world during the dullest time of the day: their commute. Our Portal to the Peculiar site stimulated conversation and sharing with an additional 2.2 million people seeing our campaign on social channels.
A REFRESHING DETOUR

Solution

We set out to transform Londoners’ daily slog through the corridors of one of the capital’s busiest stations: King’s Cross. We reimagined this traditional media site as a “Portal to the Peculiar” using a 1,000 square-metre vinyl wrap. We covered the floors and walls of the 74 meter-long tunnel with illustrations of floating beluga whales, hot air balloons and dapper gentlemen atop unicycles, all high above the clouds. Visitors were invited to “Escape the Conventional and Embrace the Delectable.”

Our installation also highlighted Hendrick’s rose and cucumber infusion - a key point of difference from other gins. Not only did the wrap feature wisps of floating rose petals on the walls and cucumber slice stepping stones on the ground, but we incorporated 20 scented posters, so commuters would pick up wafts of cucumber and rose as their eyes took in the delightful visuals. It takes about 75 seconds for the average person to walk from one side of the tunnel to the other, a significant amount of time to become immersed in Hendrick’s peculiar world.

Londoners found their commute delightfully disrupted, with hundreds stopping to snap photos and share images of the peculiar world on social media.

Instead of trudging along with heads down, staring at their phones, commuters looked up and took notice. The portal became a destination and was covered in the press. Travel guides such as Lonely Planet featured it as a must-visit in the city. We even heard reports of some commuters changing their regular routes to step inside our refreshing world.

Results

OUR MEDIA-FIRST IMMERSIVE CAMPAIGN PROVED TO BE A POTENT BRAND EXPERIENCE.
409,000+ BUSY LONDON COMMUTERS TRANSPORTED INTO THE PECULIAR WORLD OF HENDRICK'S GIN.
248,000 SOCIAL MEDIA IMPRESSIONS LEAD TO AN ADDITIONAL 2.2 MILLION OPPORTUNITIES FOR PEOPLE TO SEE THE CAMPAIGN ON SOCIAL CHANNELS.
The overall experience was very positive with 60% positive sentiment score on social media posts compared with just 2% negative score

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