Cannes Lions

Yay Delay

THE ROMANS, London / DIAGEO / 2018

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

In the UK alone, commuters waste 3.6 million hours each year waiting for delayed trains.

So it's no surprise that every Friday evening, social media is full of disgruntled commuters venting their frustrations about not being able to get home. What better audience to cheer up with a delicious Gordon's and tonic?

We built an algorithm that plugged into real time train data and analysed social data surrounding delays. Then, whenever the algorithm registered a delay hot-spot, we served geotargeted social ads to consumers affected which they could redeem for a free G&T in the train station bar.

But this wasn't simply about rewarding tens of thousands of British commuters. It was about using these commuters as a PR channel to reach the entire country as they tweeted and posted about the kindness of the UK's favourite gin brand.

Execution

The initial activity ran over the course of four Fridays.

After the first Friday, we issued a release outlining the activity, alongside stats around how much time Brits waste on their commute.

We then sold in to media every Thursday over the course of the month - to the extent that on Friday mornings we had commuters tweeting us that they hoped their trains would be delayed in the evening.

Outcome

Total consumers reached with G&Ts: 10,700

7.4 million social impressions

Total media reach: 1.5 billion

We are now looking at rolling out the campaign nationwide over the summer, at both train stations and airports.

Similar Campaigns

12 items

BILLBOARD ICE BAR

AB INBEV, Shanghai

BILLBOARD ICE BAR

2024, HARBIN BEER

(opens in a new tab)