Father’s Day is one of the most overlooked and forgotten gifting occasions in the calendar. The most common search term associated with it is, “When is Father’s Day?”. And the majority of these searches occur in the days leading up to Father’s Day. We set out to make Father’s Day Unforgettable in London, in partnership with Diageo’s new Single Grain Scotch Whisky: Haig Club.
We surprised dads across the country with a last-minute gift of Haig Club, realised through our specially-created real-time nationwide delivery network. At our full weekend event at Europe’s biggest shopping centre, Westfield Stratford City, we offered shoppers the opportunity to buy a bottle of Haig Club at a special price which included free delivery in time for Father’s Day, along with gift wrapping, and a personalised gift card sealed with a copper-coloured wax stamp. And for a few lucky dads we carried out a last minute delivery by helicopter on Father’s Day itself, with a live link-up connecting them through video to their loved ones to share the moment. There was also an opportunity for shoppers to share a toast with their dad by recording a personalised video selfie message and emailing it straight to him, or sharing it on social media.
Almost 3,000 consumers tried Haig Club in a delicious cocktail, and the campaign drove brand awareness at a time when people are thinking about what to buy for dad, with 500,000 shoppers seeing our event and digital media throughout Westfield Stratford City, and 1.72m reach of activity specific content across social media. The activity delivered a conversion rate of 7.3% versus the industry standard 3-4%.