Brief: Hendrick’s wanted to create an immersive world for their signature gin to attract a crowd that gravitates towards the odd and exquisite.
Solution: “Voyages into The Unusual,” a fun-house activation of immersive events and installations with secret rooms, hidden experiences, and curious characters at every turn. Highly unusual venues in select cities were transformed into Shoppes of Curiosities, whilst live performers further entertained the crowds and delectable tipples flowed freely. Whimsical Botanical Gardens came alive before consumer’s very eyes, while educational (and a tad frightful) Apothecary Labs provided insights about the gin’s properties. And, at our Explorer's Lounge, the brave could order drinks through hidden trap doors and secret nooks.
Results: This three-year program was wildly successful, and in 2012 alone sampled 4,263 consumers in 5 cities resulting in 8,690 data captures and 30,741,480 media impressions, as well as winning a gold Stevie for “Brand Experience of the Year” and the BizBash Style awards for “Best Event Decor.”