We're MediaWeek Awards finalists!

Beefeater Gin Oxford Circus Creative Solutions Exterion Media

We’re incredibly excited to share that we’re MediaWeek Awards finalists in the Media Idea and Innovation categories for our strawberry scented campaign on London Underground for Pernod Ricard UK’s Beefeater Pink gin.

In partnership with Havas Media UK and Posterscope, we installed the first ever scented posters at Oxford Circus station, the biggest footfall hotspot in proximity to bars, to drive awareness and consideration of the new strawberry variation of Beefeater London Dry Gin. 

Fragrance accounts for 90% of taste, drives 75% of emotional association and improves memorability and recall. To tap into this, we invented a new screen-printing technique infusing scented liquid into a dry-posted poster. The campaign took customers on a multi-sensory brand experience as they left the station through four strawberry-scented exit corridors and a vinyl wrapped escalator with LEPs (escalator panels).

The campaign achieved +6% awareness and +7% in consideration – over three times the target and delivered the best NPD results for the business in over 5 years, with +102% brand growth in May due to this launch activity. 

The award ceremony will take place in October at the iconic Grosvenor House in Park Lane. Wish us luck!

To find out more about this sensational campaign, click here.

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