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.
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.
Diageo Connect team, which includes Spark Foundry as Diageo’s lead connections strategy agency in collaboration with Leo Burnett and Traffik.
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
Katie Long – Managing Partner
Eva Sheer – Senior Account Manager