Experiential Innovation for Expanding Consumer Reach

1. HENDRICK’S BEST PRACTICE UK 2011 Maintaining Executional Excellence, whilst Expanding Reach & Reducing CPC 1st July 2011 15/05/07

2. THE BRIEF • In line with the Global strategy, Hendrick’s UK strategy in 2011 is focused on the two Consumer Goals of Recruitment of new consumers & Engagement with existing consumers • In developing an integrated plan for 2011 that delivered those goals, the UK agency was briefed to respond to the following challenges • Expand Sampling Reach • To achieve our volume aspirations, Hendrick’s needs to sample 80,000 consumers. • 70% of these must be new to the brand to ensure that we drive recruitment • Reduce Cost per Contact whilst maintaining executional excellence • Reduce cost per contact to £2.50 across all activity • Develop a cost-effective press office that works alongside experiential to deliver image and quality messages • Recruit 10,000 people to our ‘Mildly Curious’ RM platform • Defined as those who have shared their details with us, liked us on facebook or follow us on Twitter

3. --------------------------------- THE RESPONSE • The agency responded with a tiered experiential strategy – BIG, Medium & small events & partnerships – that has enabled us to expand our reach, whilst maintaining executional excellence and our guideline CPC • A traditional press office combined with new media like database eblasts, facebook and twitter has also enabled us to efficiently amplify these activities BIG EVENT Medium event Medium event small events small events small events partnerships

4. --------------------------------- TIERED EVENTS: FLEXIBLE RESPONSE • With different scale events to suit different levels of investment, we were able to meet our objectives in a more flexible manner

6. MECHANISM: BIG EVENT We took the Hendrick’s Horseless Carriage of Curiousities to the Brighton Festival Fringe in May • 3rd biggest fringe festival in the world, 100,000 visitors over the 3 weeks: a large pool of curious consumers to reach • We took over a space in the centre of town, with the Carriage, a Library in a vintage tent, and a Garden out front This activity worked in two ways: 1. A LOCATION FOR SAMPLING & ENGAGEMENT • Actors handing out small H&T samples – with cucumber - to passers-by • People encouraged to take a seat in our Garden outside the Carriage • A ‘delightfully peculiar story’ (and their email address) could be exchanged inside the Carriage for a larger H&T • Kiosk bar in the Garden selling H&T, Hendrick’s Buck & Hendrick’s Summer Punch to encourage people to stay and engage with the brand further 2. A VENUE FOR HOSTING EVENTS • HENDRICK’S HORSELESS CARRIAGE OF CURIOUSITIES was listed as one of the venues hosting literary events at the festival • On the Carriage and in the Library, we hosted 80 events over the 10 days • ~1000 people attended the events – a mix of invited media, invited key accounts and consumers • Events were a mix of Damian Barr hosted events e.g. Literary Salon; Damian Barr curated events e.g. Magnus Volks; and Hendrick’s led events e.g. Gin in Literature & Quintessential Anthology of Gin, ‘Word Eating Dinner’

7. RESULTS: BIG EVENT • TRIAL • 35,485 people sampled • 64% had never tried Hendrick’s before • ENGAGEMENT • 4,243 people signed-up to our database • 254 new Twitter followers • AWARENESS • 43 piece of coverage, 40 media attendees  over 38 Million OTS with coverage in national print, tv and radio • BUILD INFLUENCER NETWORK • Damian Barr as curator, hosted events, invited key contacts and tweeted daily about Hendrick’s! • 100 influencers from media and trade attended our launch party Also, • 25 innBrighton bars re-listed Hendrick’s • Waitrose Brighton sold-out • 250 redemptions of a Complimentary H&T promotion we ran in 4 local bars • All Hendrick’s events sold out, and from the 80 events we generated £3,400 profit from ticket sales • £4,300 in bar sales

9. MECHANISM: Medium Event • We brought our Levitating Cake to the Bristol Foodie Festival in June • An established food and drink festival partner running events in key locations around the country: Bristol, London, Edinburgh • These events are a great opportunity to meet a large number of on-target consumers, all highly receptive to brand messages At these events we deploy our Kiosk of Curiosities, The Amazing Levitating Cake, The Hendrick’s Bathtub and our wonderful actors who conduct the sampling outside and around the festival. Our unique assets generated great cut-through in a ‘brand-crowded’ space Bottles of Hendrick’s are on sale with a free Field Guide for £24.50 Consumer are encouraged to ‘Guess the Weight of the Levitating Cake’ – sharing their creative guess and an email address for a chance to win a bottle of Hendrick’s each day

10. RESULTS: Medium Event • TRIAL • Exceeded targets by sampling 8,750 consumers over 3 days • ENGAGMENT • Exceeded targets, with 640 consumers providing their email addresses through the ‘Guess the weight of the levitating cake’ mechanism • EXPAND REACH • 71% of which had never tried Hendrick’s before • NEW NEWS FOR SOCIAL MEDIA • Pictures from event posted on facebook to UK followers • 12 tweets sent from event

12. MECHANISM: small event • A strong relationship with Waitrose led to an opportunity to participate at their stand in Taste of London at a low cost • High-profile event in Regent’s Park with 50,000 attending over 4 days, 76% AB audience • As with our Foodie events, a great opportunity to meet a large number of on-target consumers, all highly receptive to brand messages • We brought our ‘cut-down’ Kiosk of Curiosities, and our curious Hendrick’s actors. Further leveraging our partnership with Waitrose, we developed a series of cocktails for their (paying) bar

13. RESULTS: small event • TRIAL • An incredible 15,540 consumers sampled over the 4 days • EXPAND REACH • 76% of which had never tried Hendrick’s before • NEW NEWS FOR SOCIAL MEDIA • 3 media contacts invited to the event (Esquire & GQ) • 2 x daily tweets about Hendrick’s from Taste of London • Updates and photos posted on facebook to UK followers

14. BEST PRINCIPLES • Ambitious recruitment & CPC targets can be achieved through tiered-events • By generating a range of different experiential options of different sizes we have gained a flexibility that enables us to achieve our ambitious recruitment targets at large <-> small events in a cost-effective manner • Cut-through is key to driving awareness & reach • The Literary activation platform has proved to be a highly-differentiating for Hendrick’s. We have a unique opportunity to ‘own’ this space, giving us a disproportionate share of voice which helps to generate media coverage • Adding value for consumers & customers leads to new opportunities • Curation and creation of a mixture of original content at the Brighton Festival Fringe with Damian Barr gave our ‘Literary’ activation platform legitimacy, and allowed us to reach consumers and media that we wouldn’t have otherwise • Our uniquely curious assets are loved by consumers and customers alike. Waitrose asked for us to be at their stand (for free), and the draw of our stand at the Foodie Events means that we are given the best locations