WINNER: Hendrick's Carnival of Knowledge
Steely fox and W
The most coveted award of them all goes not just to one but two agencies this year: Steely Fox and W, for their collaboration on Hendrick's Carnival of Knowledge. It's fair to say that the duo's delivery of the campaign impressed the awards judges, with gongs handed out for Best New Event, Best Brand Activity at a Festival or Public Event, and Creative Event of the Year.
The activity, which comprised 80 individual events from May to October 2013, doubled the number of 'Hendrick's loyalists' in the UK, as well as adding 3,000 new Twitter followers for the gin brand and helping to deliver a 26% year-on-year growth in volume sales.
Hendrick's senior brand manager James O'Connor said the project set new standards with regards to the quality of experience that a branded event can deliver. He praised both agencies: 'Steely Fox and W's work has consistently shown a pitch-perfect understanding of the Hendrick's brand and how to reach its target consumers - and the commercial results have been outstanding.'
The campaign generated £58,000 in revenue, which will be reinvested in the marketing programme.