Cannes Lions

CURTAIN RAISER

CARAT, London / DIAGEO / 2013

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Overview

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Credits

Overview

Execution

No one had taken a brand into the dramatic world of theatre before, placing it in front of millions of captive, highly receptive consumers. That’s exactly what we did for Gordon’s, surrounding theatre goers with an immersive Gordon’s experience.

At the centre was a bespoke show-starting 90” creative, projected onto the curtain once the lights had been dimmed and the audience were captive in their seats – the first time a brand has ever occupied this space in theatres.

In addition we provided:

• Discounted theatre tickets for the 150,000 Gordon’s G&T Society members.

• Solus Gordon’s branding on theatre ticket purchase confirmation emails.

• Permanent banner ads on the ATG website driving G&T Society sign up.

• Premium ads in ATG’s monthly magazine, theatre brochures and all theatre programs.

• Point Of Sale merchandise featured in all ATG bars.

Outcome

• Bar sales of Gin in ATG theatres rose by 43% year on year.

• Brand preference increased among those who saw the activity from 13% to 24%.

• Purchase intent increased from 26% to 39% among a younger audience (under 45).

• There was a 45% increase in consumers choosing Gordon’s as their first drink of the evening.

Alex O'Rouke, Marketing Manager at Gordon’s: “Carat created a brilliant new opportunity to connect with our consumers with impact and relevance at exactly the right moment. It has delivered great results – and was a true media first”.

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