Gordon’s Gin Launches New Campaign To Seize The ‘Clock Off’ Moment Via Leo Burnett Sydney & Spark Foundry

Gordon’s Gin Launches New Campaign To Seize The ‘Clock Off’ Moment Via Leo Burnett Sydney & Spark Foundry
SHARE
THIS



Diageo gin brand Gordon’s, celebrating its 250th anniversary this year, has launched a national campaign to encourage people to clock off on time this summer and enjoy a gin.

The “Clock Off with Gordon’s…Shall We?” campaign has been devised in collaboration with Publicis Groupe agencies Spark Foundry and Leo Burnett, along with experiential agency Traffik, and builds upon Gordon’s global communications platform “Shall We?”.

The integrated activity will include a large-scale dynamic OOH and digital campaign, a partnership with the Mamamia Media Group, as well as pop-up bars in Sydney and Melbourne.

To launch the campaign, Gordon’s is partnering with Mamamia and Mia Freedman, an avid advocate of work-life balance, to ask Aussies to commit to clocking off on time this summer by signing a pledge.

Those who take part will go into a draw for the chance to win the ultimate wind-down weekend away on Queensland’s Hamilton Island. Mamamia audiences will be encouraged and reminded to clock off with a series of call-outs on the Mamamia Out Loud podcast, native editorial, and display and social posts.

OOH

Diageo marketing manager, Light Spirits Linda Wellington said: “Gordon’s Gin is all about seizing those moments to bring a little more joy to your day. As the world’s number one selling gin, we want to support the nation in their quest for a better work-life balance. Our hope is that the new campaign will encourage Aussies to put down their laptops and meet with friends, or simply indulge at home with a Gordon’s gin in hand – guilt free!”

Spark Foundry GM Lauren Small added:  “Identifying culturally relevant opportunities that brands can own is at the heart of what we do at Spark Foundry. To truly reflect Gordon’s brand personality and playful tone of voice, we looked to Australian culture to identify moments that could benefit from the brand’s zest for life.

“These days, if you look around many offices at 5.30pm, it quickly becomes apparent that the age-old ‘clock off moment’ has truly been forgotten. For Gordon’s, this presented a great opportunity to help Aussies take back that moment.”

The activity, running until June next year, will also include a large-scale, dynamic OOH and supporting digital campaign.

Underpinned by data that identifies clock off moments, Shall We? triggers will be amplified across OOH, Spotify, digital display, video and social. Video marketing platform Innovid’s API dynamic video technology will help direct people to their nearest retail liquor store to purchase Gordon’s for their next clock off moment.

Gordon’s will also activate pop-up bars in selected Sydney CBD offices in partnership with oOh! Media, along with Gordon’s Premium Pink pop-up bars in selected Westfield centres across Sydney and Melbourne.

CREDITS

Diageo Connect team, which includes Spark Foundry as Diageo’s lead connections strategy agency in collaboration with Leo Burnett and Traffik.

DIAGEO

Jodi McLeod – Marketing Manager, Light Spirits

Linda Wellington – Marketing Manager, Light Spirits

Susannah Glass – Brand Manager, Gordon’s Gin and Pimm’s

Nicola Tracey – Media and Connections Manager

SPARK FOUNDRY SYDNEY

Linda Fagerlund – National Head of Strategy

Michelle Miroforidis – Strategy Director

Sam McGroder – Business Director

Mary Storey – Account Manager

Sophie Curtain – Digital Account Manager

LEO BURNETT SYDNEY

Natalie Tay-Uceda – Senior Business Director

Prudence Purnell – Senior Business Manager

James Healey – Social Manager

Graham Alverez – Head of Strategy

Audrey Man – Business Manager

James Healey – Content Lead

Bridget Donnelley – Social Media Executive

Ian Broekhuizen – Creative Director

Malcolm Caldwell – Creative Director

Brad Grey – Senior Creative

Gotham Pillai – Copywriter

Filipe Olivera – Art Director

TRAFFIK SYDNEY

Katie Long – Managing Partner

Eva Sheer – Senior Account Manager

Please login with linkedin to comment

Diageo

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]