To promote the launch of Hendrick’s first innovation in Australia since arriving on our shores some 20 years ago, Adflow partnered with Posterscope to deliver a British inspired London cab launch.
The campaign objective was to launch the new Hendrick’s Midsummer Solstice gin in a “delightfully peculiar”, British, botanical-inspired Out of Home (OOH) campaign.
The week-long activation featured a brand take-over using Adflow’s infamous London Cabs with smartly dressed drivers driving the botanical wrapped cabs from beaches to bars stopping to collect influencers and lucky punters on route to iconic Sydney bars.
Jay Patel, business director Posterscope said: “The taxis were a beautiful way to bring the floral notes of Hendrick’s Midsummer Solstice to the streets of Sydney in a way that perfectly fused the uniquely peculiar Hendrick’s creative with an impactful and engaging format.
“The taxis also provided a beautiful and surprising way to greet guests at the launch event.”
The London Cab activation was integrated into Hendricks’ broader launch day activation. Sydneysiders were surprised with a free rose and cab ride to their favourite Hendrick’s watering hole where they could collect a free drink.
Hendrick’s senior brand manager Lucy Russel said:“Our ambition was to take over the city with blossoming florals to drive curiosity, awareness and engagement. We brought to life the essence of the Midsummer Solstice in iconic destinations and delivered an explosion of summer blooms to the streets of Sydney, with a classic Hendrick’s twist’.”
Adflow complimented the campaign with Digital Taxi tops across Sydney. Taxi top advertising and full taxi wraps catch busy consumers attention while they are on the go in key commuter locations.
Adflow GM Luke O’Connor said: “People don’t often think about cabs for activations, but it’s an impressive, cost effective way to have impactful one-to- one engagement with consumers in high dwell, high traffic areas. We have 100 London Cabs on offer in Sydney, Melbourne and Perth.
“They are a premium product that looks fantastic when branded or used in conjunction with an activation or sampling campaign such as the Hendricks promotion.”