Ginzoo | Integrated campaign

Ginzoo is a London Dry Gin launched by Cromazoo and Out of Coffee with an integrated communication campaign.
We wanted to develop a cross-channel project combining the skills of both agencies, building a successful case history of product launching both online and offline, and we tested it on a gin bottle.

We selected a gin blend together with Distilleria Quaglia, and then we proceeded to develop its identity from A to Z, designing the label, the packaging and all the online communication assets.
We created an entire world behind the product, made of mythological animals, oriental landscapes and an order of warriors named “bushi”, to evoke an epic environment to involve our target with.

We sent pop-up invitations and Ginzoo bottles to a list of selected contacts. Each bottle was accompanied by rolled up parchment tied on its neck, and both scrolls and letters were sealed by a custom made wax stamp.

At the same time we launched a dedicated Instagram account to engage with a larger audience, unveiling the product little by little among the elements of its scenery.

Both the offline tools and the social media communication drove traffic to the Ginzoo Website, where people were engaged in a spinning game to compose their spirit animal, thus joining the “bushi” order and building a community around the product.

A newsletter was then sent to all the participants of the online game revealing them the characteristic traits of their spirit animal and inviting them to learn more on the other Ginzoo animals on the website.

As a third step in our communication strategy, selected members of the Ginzoo clan received an online invitation to participate in our product launch event.

Thanks to the collaboration with Out of Coffee, we were able to offer to our guests an immersive experience that drew elements from the virtual epic world of Ginzoo: from the secret word necessary to have access to the event, to the temporary tattoo that everyone received at the entrance depicting their spirit animal, and to the “Tree of wisdom” with samurai quotes facing the bar where Ginzoo-based cocktails were served.