The Incredible Swinging 60sBEEFEATER, Get Londonized! – London dress code
Beefeater Gin (2009 – 2011) / PERNOD RICARD / Special event

The Incredible Swinging 60sBEEFEATER, Get Londonized! – London dress codeBeefeater Gin (2009 – 2011) / PERNOD RICARD / Special event
25,0,0,60,1
600,600,600,2,3000,3500,3000,8000
90,150,0,70,12,30,50,1,70,12,0,50,0,1,1,5000
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG

Case studies

The Incredible Swinging 60s

BEEFEATER, Get Londonized! – London dress code
Beefeater Gin (2009 – 2011) / PERNOD RICARD / Special event

Assignment:
The launch event of the project London Dress Code, a creative platform that presents the unique identity of the London pop culture by means of a journey in the trends of fashion and music. Every event is focused on a fashion show prepared by young designers (students)

• 2009: Swinging 60s followed by a charity auction to sell designer outfits
• 2010: The Punk & Glam Rock Style of 70s
• 2010: The Romantic 80s
• 2010: The Pride of the 90s
• 2011.: Today: No Limits!

Client’s goals:
Raised awareness, attracting new gin & tonic consumers by means of prestigious events and promoting London fashion and music.

Challenges:
• Main target public:
Age: 23+; with a taste for the modern, keen on cultural tradition and authenticity ;
Identity: daring, offbeat, cosmopolitan, confident, creative;
• Auxiliary publics: media, celebs, opinion leaders.

Strategic approach
• Cooperation with the National Academy of Arts | Department of Fashion Design;
• Creating a dedicated collection of outfits in the spirit of the decade;
• Presentation to a large and relevant audience generated online via the project’s Facebook page;
• A special event at a unique venue: SKLADA (The Warehouse) – an allusion with the style of the Underground; creating a London atmosphere

Agency’s goal, anticipated results
• Beefeater = a loved brand
• Beefeater = a symbol of London’s original culture
• More online and offline fans

Message
• Beefeater takes up the role of London’s fashion and music ambassador
• Beefeater: teams up creatively with talented young designers by providing worthwhile publicity for them

How to attain goals:
• An unconventional venue
• Entrance with invitations only
• A balanced mix of music, fashion and ambience

Implementation
• Beefeater manages the creation and making of outfits in the spirit of London’s Swinging 60s involving students from the National Academy of Arts;
• Selection of partners: the venue (SKLADA); the DJ; leading hair stylists and makeup artists, amateur fashion models;
• Media announcements: an opening press release; circulation of information about the product/brand and project to media | a press conference for the start of the project in the event’s venue ahead of the evening party;
• Branding of the space, thematic visuals, a special DJ selection; styling and performance;
Online: Did you hear about Dress Code – become a fan online!
A Facebook page developed especially for the project; building a community reached by news related to the event and project;
SWINGING 60’s: presence with invitations only; famous guests: fashion designers, stylists, photographers | media, partners, students;
• A charity auction for the sale of designer outfits from the event.

Measuring results
• Guests of event: 570
• Media interest in press conference: 19 media, 2 TV stations (spontaneous coverage;
• TOTAL 48 media reports
> web 26; press 14; video content 1
• Attained brand awareness:
> Beefeater mentions (no video): 92 | print media: 30; web: 62
> Photographs: 105 | print media: 29; web: 76
> Video coverage: 22 min. 70 sec.
• Equivalent of PR costs (EUR), VAT exclusive: EUR 22,364