Gordon’s Gin & Tonic Recognised for Innovative Campaign Alleviating Travel Frustrations
An innovative campaign for Gordon’s Gin from Weve and Carat has been recognised with a MOMA Award for Best FMCG Campaign and was also highly commended for Best Use of Data. These awards come on top of recognition for the campaign; four awards in the recent Mobile Marketing Association SMARTIES, two golds for “Best Location Based” campaign and “Best Messaging” campaign, along with two silver awards for “Brand Awareness” and “Innovation”; and at last November’s Effective Mobile Marketing Awards, for “Most Effective FMCG/Retail Campaign” and “Most Effective Location Campaign”.
Together with their agency Carat, Gordon’s worked with mobile marketing provider Weve on an innovative mobile phone campaign that utilised train delays as the trigger point for prompting commuters to buy premixed Gin & Tonic in a can. This location-based, highly contextual, relevant and timely approach aimed to increase brand awareness and sales of Gordon’s. This innovative industry first would use conventional technology in an unconventional way, measured by CTR, footfall, and sales.
With the goal to alleviate the frustrations of delayed trains for commuters, Weve first had to identify those who were known travellers, aged over 18 and in the vicinity of rail stations. Live location data allowed the campaign to be triggered within a 200m radius of a rail station, and habitual data was overlaid to build an audience of known commuters who frequented specific railway stations for double verification.
Carat knew the frustrations of train delays would be the critical point in the success of the campaign, so devised a plan to create a live National Rail API feed. Weve partnered with cross-channel customer engagement provider Engage Hub, to integrate the API feed into Weve’s messaging delivery platform, enabling an industry-first of messages that were triggered to pre-qualified target consumers when trains were delayed at their station. The message drove recipients to a personalised store locator to find the nearest Gordon’s stockist and pick up a can as quickly and conveniently as possible, alleviating travel frustrations.
Rick Hirst, CEO of Carat called this campaign “the most innovative use of data we’ve utilised for a fairly specific comms challenge on the Gordon’s brand digitally ever. The success of the campaign has influenced future comms strategy and executions for Gordon’s in the UK. Mobile, and particularly SMS messaging, has secured its place firmly on the Gordon’s plan in the near future”.
Martin Weller, Managing Director at Weve, commented: “We were delighted that Carat and Gordon’s trusted Weve to be their media partner for this campaign, knowing that we could deliver an age-appropriate audience of delayed commuters. The success of this campaign rested on our ability to message consumers at the right time, in the right place, and together with our partner Engage Hub, we were able to use train delay data in an innovative and intelligent way to drive consumers in store, without the concern that they would miss their train.”
“Gordon’s and Carat have been rewarded for being willing to push the boundaries of what’s possible with hyper-targeted precision marketing, setting a new standard for successful location-based customer engagement strategies. Working with Weve, we are exceptionally excited to see how much further we can take hyper-targeted precision marketing”, said Ray Tierney, CEO at Engage Hub.