We are pleased to announce, two of our entries made the final shortlist for this years Drum Design Awards – Kraken ‘Seek out the Kraken’ for Proximo Spirits UK and Hendrick’s Gin ‘Curiositarium’ for William Grant & Sons. Both adopting highly imaginative creative concepts, our shortlisted global travel retail activations made a very striking visual impression and impact on travellers.
‘Seek Out The Kraken’
Entered into the award category ‘Experiential Design’, the experience promoting Kraken Black Spiced Rum has the captivating title ‘Seek out the Kraken’. Intrepid airport travellers are invited to step inside a submarine themed space and hunt down the legendary kraken beast that lurks the depths of the ocean guarding the namesake rum. Through an immersive 360 video, their sightings are rewarded with a free sample of the rum.
Launching a new bold perspective on the brand, the activation, which was promoted via geo-targeted adverts appearing on travellers’ mobiles, increased sales for the brand by an impressive 400 percent.
Hendrick’s Gin Curiositarium for ‘World Cucumber Day’
Each year on 14th June, Hendrick’s Gin, invites its consumers to celebrate its signature cucumber serve for World Cucumber Day. At HRG, we had the task of drumming up global awareness and anticipation for this special event in global travel retail.
In keeping with the brand’s reverence for curiosities, we devised the Cucumber Curiositarium, a travelling show displaying only the finest specimens of cucumbers discovered around the world deemed beautiful enough to garnish a Hendrick’s Gin & Tonic.
Nominated for the Drum’s Retail/Pop-Up Retail Design category, such intriguing curiosities in the collection included ‘The Conducting Cucumber’ (Vienna airport), ‘The Tallest Cucumber’ (Dubai) and ‘The Indulgent Cucumber’ (Brussels). Along with these theatrical set pieces in travel retail stores, we delivered tasting, promotions and gifts, reaching a projected annual global audience of 70 million passengers.
Raising profiles: The Drum Design Awards
The Drum Design Awards celebrate and recognise great design being produced by agencies globally with The Drum being one of the largest marketing platforms in the world. For winners it represents not just the opportunity to see their best design work rewarded but also helps to raise their profile.
Now for the waiting game…
On 5 June 2019, at the London Emirates Stadium, the winners will be announced to an expectant audience of industry players. Everyone at HRG and our respective clients will be keeping their fingers firmly crossed.
If you wish to take a unique strategic approach to creative retail marketing, then talk to our team. At HRG we can help raise your brand profile, increase sales and who knows your campaign could even pick up an award. To find out more, contact us or subscribe to our email newsletter.