Gordon’s is celebrating its 250th anniversary this year and has launched a national campaign to encourage people to clock off on time over summer and enjoy a gin.
The “Clock Off with Gordon’s … Shall We?” campaign has been devised in collaboration with Publicis Groupe agencies Spark Foundry and Leo Burnett, along with experiential agency Traffik, and builds upon Gordon’s global communications platform “Shall We?”.
To launch the campaign, Gordon’s is partnering with Mamamia to ask Aussies to commit to clocking off on time this summer by signing a pledge. Those who take part will go into a draw for the chance to win the ultimate wind-down weekend away on Queensland’s Hamilton Island.
The activity, running until June next year, will also include a large-scale, dynamic OOH and supporting digital campaign. Underpinned by data that identifies clock off moments, Shall We? triggers will be amplified across OOH, Spotify, digital display, video and social. Video marketing platform Innovid’s API dynamic video technology will help direct people to their nearest retail liquor store to purchase Gordon’s for their next clock off moment.
Gordon’s will also activate pop-up bars in selected Sydney CBD offices in partnership with oOh! Media, along with Gordon’s Premium Pink pop-up bars in selected Westfield centres across Sydney and Melbourne.
Linda Wellington – Diageo Marketing Manager, Light Spirits, said: “Gordon’s Gin is all about seizing those moments to bring a little more joy to your day. As the world’s number one selling gin, we want to support the nation in their quest for a better work-life balance. Our hope is that the new campaign will encourage Aussies to put down their laptops and meet with friends, or simply indulge at home with a Gordon’s gin in hand – guilt free!”
Lauren Small – Spark Foundry General Manager, added: “Identifying culturally relevant opportunities that brands can own is at the heart of what we do at Spark Foundry. To truly reflect Gordon’s brand personality and playful tone of voice, we looked to Australian culture to identify moments that could benefit from the brand’s zest for life. These days, if you look around many offices at 5.30pm, it quickly becomes apparent that the age-old ‘clock off moment’ has truly been forgotten. For Gordon’s, this presented a great opportunity to help Aussies take back that moment.”