The Campaign

Our campaign was designed to achieve the task of familiarizing consumers with the Guinness brand, and create the perception that Guinness is the 'brand for me'. To achieve this task, we needed to distinguish Guinness from other beers in the market. We decided to position Guinness as a beer that is ‘more’, and a beer that signals the drinker is somebody ‘more’. We created an interactive movie that conveyed our key message; ‘only a bold choice generates a bold result.’ Throughout the movie, we presented several opportunities for the consumer to make the choice between living the ordinary life and choosing the bold life. The storyline of the movie would change according to the consumer’s choice. These choices would then be realized in the real world, as big-scale, offline events, offering the consumer the extraordinary opportunity to see and experience the actual results of the bold choices they made online.

Success of the Campaign

Before our campaign, Guinness was perceived as merely one of the many premium import beers in the Korean market. After our two-month execution, Guinness is now no.2 Top of Mind Brand in the import beer category. 269,111 people visited our RIM brand page and experienced our bold contents. Moreover, the amount of Guinness drinkers has significantly increased from 27.9% to 37.8%, and this number is still on the rise. Guinness also recorded a 27% increase in sales compared to the past year. Most importantly, we were able to strengthen the relationship between Guinness and our consumers by providing an unexpected and extraordinary brand experience, and achieve our initial goal of making a change in consumer perception. Guinness today, is a brand with significance.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The Guinness ‘I Am More’ Campaign was launched on April 16th, 2012. Launching was marked by the airing of a TVC, which acted as a teaser to our online interactive movie. Teasing online banners were also executed on major portal sites. After the 2 week teaser period, our interactive movie (named Realized Interactive Movie or RIM in short) was revealed. The key essence of our movie was that the happenings in the movie would come to life identically in the real world. On May 18th, the Golden Bell event was held, in which our main model Jung Woosung rang the Golden Bell at several Guinness pubs. On May 24th, the Guinness Black-Out Party was held at the hottest club in town. On June 6th, the Guinness Bicycle Night Race took place, and on June 29th~July 4th, the consumer Dublin tour was held all the way in Ireland.