Transforming Transport Complaints: Hendrick’s Most Successful Campaign

  • Alcohol
  • CPG
old timey man in bowler hat in hendrick's gin shop

The Challenge

Hendrick’s had to reinforce its competitive advantage and effectively communicate its peculiar branding in a differentiated way to strengthen its position as one of the best-selling gin brands in the world. Vivaldi Group and Hendrick’s crafted a campaign that communicated this.

The Opportunity

This partnership sparked an opportunity for Hendrick’s to create a campaign that will act as a catalyst for growth and strengthen its position as the leader of unusual gin. For the campaign to succeed, it was crucial for the message to resonate with the target audience’s passion.

The Outcome

This successful collaboration grew Hendrick’s Twitter account more in one day than in the whole of the previous year. Hendrick’s was able to differentiate itself from its main competitors and optimally position itself for exponential growth in the future.

"Ministry of Marginally Superior Transport"

Once the leader of unusual gin, Hendrick’s now faces strict competition from other market players copying their peculiar branding. Hendrick’s needed to raise awareness by creating a campaign that not only enchanted consumers but stood out in the crowded marketplace. As such, they tapped Vivaldi Group to take on the task. We knew that the target audience loved to travel but through further research we discovered that they were also talking about a common theme online – terrible commutes. It was an opportunity to bring moments of peculiar delight to their everyday journeys.

Hendrick’s Ministry Of Marginally Superior Transport was a reactive campaign that  surprised and delighted weary commuters by reacting to their tweets of woe. From personal space alarms to cramped commuter’s cocktail kits, we created over 120 films, tweets and inventions to better their journeys in just two weeks.

And the results? Hendrick’s Twitter account grew more in one day than in the whole of the previous year and, during the campaign, the brand channel had over 5.5m views. And of course, we made people’s journeys marginally superior.

Hendricks Ministry of Marginal Transport
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