Campaign details

Agency: MullenLowe Profero and The Romans

Gordon's is the world's favourite gin – but not always the natural choice for a first drink of the evening.

The challenge was to get Gordon's on to more people's lips, build awareness, reassert its relevance and drive penetration.

Strategy

Gordon's want us to enjoy a life of zest and has long been the nation's favourite gin – but they needed to reassert their distinctive "Shall We?" character.

How could they celebrate opportunity when "zest" is otherwise at a low?

Train delays and cancellations are one of urban life's biggest stresses. Every year thousands of hours ebb away, lost on the nation's railway station platforms.

And this "dead time" provided a uniquely relevant opportunity to connect with potential consumers in a powerful way, through their mobile phones.

By matching real-time train delay data with phone-based geolocation, social sentiment analysis and rail operator search terms the work targeted commuters stuck on specific station platforms with a Gordon's offer.