How Hendrick’s helped travellers escape the mundane in a world first

The gin category is a noisy one, with new entrants appearing all the time. Hendrick’s is an established and admired brand, but the intensity of competitor activity was threatening their market share. They wanted to be the most TALKED about and LOVED super premium spirit’s brand. 

So, as the nation began to open up, following Covid-19 lockdown restrictions, Hendrick’s Gin launched an Out of Home (OOH) campaign to encourage consumers to escape from the conventional, by stepping into the peculiar and embracing the delectable. 

Through the lens of this unique and highly delectable gin, we broke the monotony of the everyday the daily monotony by transforming bus shelters into portals to another world. Helping travellers escape the conventional and (re)discover the delectable world of Hendrick’s Gin. 

The Ambitious full-scale takeovers breathed life into bus shelters through unmistakable Hendrick’s Gin visuals, blending natural elements and a Victorian surrealism that connects a legacy brand feel with a post-modern edge.  

Each bus shelter featured an upside-down ‘living roof’ made up of roses and cucumbers. To reach the commuters on a sensory level, a unique scent was dispensed throughout each shelter to bring to life Hendrick’s Gin’s peculiar infusion of rose and cucumber

A doorbell aptly engraved with ‘Press for the Peculiar’ triggers olde-fashioned music and a Victorian gentleman-style monologue. 

Intricate secret messages were hidden within the artwork, rewarding those curious enough to look more closely with informative descriptions surrounding the oddities of Hendrick’s Gin, told in the brand’s unmistakable tone of voice.  

The most spectacular element of each takeover was a giant, upside-down 3D recreation of the Hendrick’s Gin bottle encased within a 6-sheet panel. The bottle continuously pours real liquid, without ever overflowing, into a glass of Hendrick’s Gin Cucumber Lemonade (the brand’s hero summer serve). 

Floor vinyl’s adorned with clouds immerse consumers further into the world, offering an escape from the mundanity of waiting for a bus.  

Within the creative, both on the floor and back panels of the shelters, a QR code, encouraged commuters to visit the brand’s Summer-themed landing page providing inspiration, tips, and recipes to make the perfect Hendrick’s Gin Cucumber Lemonade. 

This is the first time that such an ambitious creative and fully immersive tech (Living Roof, Scent, Sound and Liquid Showcase) has been successfully incorporated in a Bus Shelter Build  

Results  

The campaign was a success for Hendricks. The campaign was one of the most talked about of 2021, receiving strong consumer press coverage and delivering against its primary objective of being the most talked about and loved super premium brand. 

Hendrick’s won summer delivering a category leading 35% Share of Voice, total unique reach of 41.5M with positive growth across key measures including; spontaneous/prompted brand awareness, consideration and share growth 

The campaign also picked up excellent coverage in the industry with Adweek, Branding News, Campaign, Fast Company, and Mediashotz.