William Grant & Sons teamed up with Heinemann Duty Free during August to carry out an activation programme for Hendrick’s Gin at Hamburg Airport.
Designed to attract, engage, create theatre and convert the travelling consumer, the activation invites passengers to try on a device called the Gin Oscillating Sensory Helmet (GOSH) as part of a staged science experiment.
Theatre was created from the outset as brand ambassadors dressed appropriately in scientist uniforms directed passengers to the themed Hendrick’s Gin sampling bar area. They then took out feather quills and vintage clipboards, asking participants to sign a legal waiver and don a white lab coat.
Addressing the participant in character, brand ambassadors said: “As with all scientific experimentation we cannot always foresee what is going to happen. May I suggest you put on our protective and highly engineered lab coat? I would advise donning a pair of goggles and some headwear of your own choosing… one cannot be too careful about these things.”
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Passengers at Hamburg Airport volunteer in the name of science to try out the GOSH device |
Participants were then directed onto a Hendrick’s gantry platform to stand directly under a “˜helmet dome’. The unit was powered up in theatrical style for 30 seconds, capturing the participant in a gin vapour. At this point spectators were encouraged to take photos while the brand ambassadors explained the distinctive qualities of Hendrick’s Gin.
After the ‘experiment’ the experience continued with brand ambassadors checking the health of the participants, who were then given a graduation scroll and invited to the ‘Recovery Bar’ to enjoy a complimentary Hendrick’s Gin cocktail. At the same time, brand ambassadors promoted the tea cup as another way to drink Hendrick’s before directing them to the travel retail exclusive Tea Time Gift Pack on sale. Passengers who went directly to the Hendrick’s Bar for tastings were also encouraged to take part in the GOSH experiment.
William Grant & Sons Business Development Manager Ian Waddington commented: “Theatre at every stage of the activation is crucial to its success; building anticipation and engagement from start through to the final presentation of the scroll. In true Hendrick’s style, GOSH is like no other brand activation – fun, lively, and, at the same time educational and interesting.”
Gebr Heinemann Purchase Director LTC Rüdiger Stelkens added: “We can always rely on William Grant & Sons to create a truly standout promotion for Hendrick’s Gin. The theming has been excellent and the activation has really attracted a huge amount of attention from passengers. We’re delighted with the results so far.”
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