GUINNESS PASSPORT TO GREATNESS
| Title | GUINNESS PASSPORT TO GREATNESS |
| Brand | DIAGEO GREATER CHINA LIMITED |
| Product / Service | ALCOHOLIC BEVERAGES |
| Category | C03. Interactive Tools & Applications, including mobile advertising |
| Entrant | OGILVYONE WORLDWIDE HONG KONG, HONG KONG |
| Entrant Company: | OGILVYONE WORLDWIDE HONG KONG, HONG KONG |
| Advertising/Web Design Agency: | OGILVYONE WORLDWIDE HONG KONG, HONG KONG |
Credits | |
Credits
| Name | Company | Position |
|---|---|---|
| Shayne Pooley | Ogilvyone Worldwide Hong Kong | Executive Creative Director |
| Matthew Nisbet | Ogilvyone Worldwide Hong Kong | Associate Creative Director |
| Ginny Bracewell | Ogilvyone Worldwide Hong Kong | Associate Creative Director |
| Greg Carton | Ogilvyone Worldwide Hong Kong | Business Director |
| Tim Cairns | Ogilvyone Worldwide Hong Kong | Group Account Director |
| Jennifer Chan | Ogilvyone Worldwide Hong Kong | Account Director |
| Catherine Tong | Ogilvyone Worldwide Hong Kong | Account Manager |
Brief Explanation
In 2008 Guinness started sponsoring the Hong Kong Rugby Sevens – a 3-day tournament attracting over 20,000 overseas visitors. They wanted to create synergy between Guinness and the event. In a world’s first, we created a Cantonese speaking mobile guide to Hong Kong and the Sevens – the Guinness ‘Passport to Greatness’. The application contained event information, a Guinness bar guide, city guide, plus Cantonese phrases, addresses and pick-up lines to be played through a phone’s loudspeaker. Thousands of visitors and expats participated in the campaign, driving an impressive 30% year-on-year sales increase in Guinness for the month.