Gordon’s #YayDelay

gordons logo dor website

Surprising & Delighting Commuters In Real Time


Gordon’s is a brand that encourages consumers to stop and enjoy the zest of life. And there’s no greater enemy to the ‘Shall we?’ spirit than wasted time. Particularly when that time is being wasted standing on a cold station platform, battery running low, with no departure time – or even platform – in sight.

But it’s only wasted time if we waste it. We spotted an opportunity for Gordon’s to build brand meaningfulness – a challenge for the brand in a time when craft gins are booming – by helping consumers reclaim these wasted minutes and transform them into spontaneous ‘Shall We?’ moments. We set out to turn those ‘delays’ into moments of ‘yays’.



Introducing #YayDelay: a rush hour activation that uses local data & targeting strategies to deliver free G&T’s when they’re most welcome.

We combined real-time train-delay data, with locational data and social activity to target disgruntled commuters whilst in the train station and give them a Gordon’s and Tonic at the moment they were feeling most frustrated.



  • A hugely talkable campaign with incredible messaging cut-through
  • Delivering £7.5 million in earned media
  • Reaching 1.5 billion readership

It clearly touched a nerve, resulting in over 70 pieces of coverage, including MetroEvening StandardThe SunDaily StarHuffpoShortlistCosmoLadBible