Data mapping identified Oxford Circus as the location in London with the highest footfall of our target audience – and, even better, it was in close proximity to the bustling bars of Soho, giving us the opportunity to reach consumers just before they hit the bar.

Data mapping identified Oxford Circus as the location with the highest footfall of our target audience – and, even better, it was in close proximity to the bustling bars of Soho, giving us the opportunity to reach consumers just before they hit the bar.

We created a complete station takeover. Vibrant pink visuals broke through the grey of the underground, and refreshing cocktails tempted hot commuters as they made their way up and out of the sweaty station.

But we wanted to take it further than just a poster campaign – that had been done before.

We wanted to expand our audiences’ connection to the brand by creating an experience that was unique and truly memorable.

Utilising an innovative printing technique that infused posters with scented ink, we filled Oxford Circus station with the smell of wild strawberries, creating TFL’s FIRST-EVER scented underground station campaign. Total assault on the senses.

After a robust research project, we were certain that we stumbled onto a real consumer insight that no other gin in the category was exploiting.

The problem of the gin category is that most brands are so self-obsessed that they neglect to think about how or why young people actually choose their drinks. All other brands in the category market by explaining what makes gin unique (it is distilled with various botanicals)and how to drink it (via elaborate cocktail recipes).

But our research showed that young people don't know much about gin at all, and, best of all, they don't really care!

When they're out, they order what looks the best – they drink with their eyes. So we created the most visually stimulating campaign we could, to ensure when they got to the bar, they were primed to ask for PINK.

We created Transport for London's FIRST-EVER scented underground station campaign.

All of our campaign materials were created in an innovative printing technique that infused posters with scented ink, which combined to pump the station full of the sweet smell of strawberries.

- This new product outsold the traditional Beefeater London Dry 4 to 1 during the campaign period

- Making it the most successful innovation launch for Pernod Ricard UK, ever!

On the way there, the campaign achieved

- A huge +6% shift in Awareness

- An additional +7% in Consideration – over three times the target.

- We also crucially drove trial of the brand by +9%, which was an added bonus.

- The brand experienced +102% sales growth over the campaign period versus planned targets. (This was particularly impressive as only ATL media had been activated in this period.)

- The activation garnered coverage in 30+ titles, with Mediatel saying “this was one of the best OOH campaigns on record, completely transforming the space."