GORDON’S
YAY DELAY
BRIEF
Gordon's Gin wants to become synonymous with the first drink you have after work on a Friday night. Our brief was to directly forge the link between leaving work on a Friday night and Gordon's Gin and make Gordon's the last brand people thought about before they headed off home or the pub at the end of the week.
That’s a pretty tough brief for a PR agency. Try explaining to a journalist that, yes you’d love them to write up your story, but please please don’t make the piece live until 4.45pm on Friday…
IDEA
We worked with a digital agency to build an algorithm that plugged directly into real time train data and simultaneously analysed geospecific social data and keywords relating to train delays.
What do you do when your train is delayed? Look at your Instagram feed of course.
So, whenever the algorithm located a train delay hot-spot at key London termini, we served geotargeted social messages to consumers affected which they could instantly redeem for a free G&T in the train station bar, turning train delays into #YayDelays.
The first thing people did when they got their G&T? Post about it, of course.
RESULTS
The result: a campaign that turned angry Londoners into the most unlikely of influencer channels.
It clearly touched a nerve, resulting in over 70 pieces of zesty coverage, including Metro, Evening Standard, The Sun, Daily Star, Huffpo, Shortlist, Cosmo, LadBible… well, pretty much everywhere tbh.
Plus, we put thousands of delicious G&Ts in thousands of hands.
“Gincredible” – The Sun