Hendrick’s Cucumber Day.
Snapshot.
Client: Hendrick’s, William Grant & Sons, African+Eastern
Industry: Alcohol
Event: Brand Activation
Objectives.
Celebrate World Cucumber Day in the UAE befitting of Hendrick’s peculiar and curious traditions.
The Project.
World Cucumber Day 2017 had been a small coup. Using only social media, customers all over the UAE turned up at venues with cucumbers in exchange for a Hendrick’s tipple. To capitalize on this, 2018 was a much larger event. A cyclotrikometer made appearances at venues across Dubai where customers had to pedal furiously to win fabulous prizes. Cucumber grow kits were distributed and social media was filled with the best growing tips. We had a sneak peek feast for media and influencers replete with 5 Hendrick’s inspired and paired courses, 2 rambunctious actors and an evening full of merriment.
On the day, over 50 venues had signed up to take part in the Cucumber Currency exchange. Venues were decorated and dressed in vintage Victorian Hendrick’s décor, promo staff manned special Hendrick’s stations, bus routes allowed guests to hop from bar to bar with their bags of cucumbers, and our beloved actors manned the cyclotrikometer giving away even more prizes!
What We Did
- Event Concept Creation and Design
- Experiential Brand Strategy
- Engagement Marketing
- Creative Campaign Development
- Production and Logistics Management
- Pop-up Activation Design
- Content Creation
