THE WORLD’S SMOOTHEST LAUNCH

TitleTHE WORLD’S SMOOTHEST LAUNCH
BrandASIA PACIFIC BREWERIES SINGAPORE
Product / ServiceGUINNESS
CategoryC01. Integrated Campaign Led by Promo & Activation
EntrantBBDO SINGAPORE, SINGAPORE
Entrant Company BBDO SINGAPORE, SINGAPORE
Advertising Agency BBDO SINGAPORE, SINGAPORE

Credits

Name Company Position
Andy Wilson Bbdo/Proximity Singapore Pte Ltd Planner
Fiona Huang Bbdo/Proximity Singapore Pte Ltd Account Manager
Joe Braithwaite Bbdo/Proximity Singapore Pte Ltd Account Supervisor
Christopher Cumming Bbdo/Proximity Singapore Pte Ltd Art Buyer
Jeremy Wong Nemesis Pictures Photographer
Shehan Karunatilaka Bbdo/Proximity Singapore Pte Ltd Copywriter
Andrea Limjoco Bbdo/Proximity Singapore Pte Ltd Art Director
Douglas Goh Bbdo/Proximity Singapore Pte Ltd Art Director
Primus Nair Bbdo/Proximity Singapore Pte Ltd Copywriter
Douglas Goh Bbdo/Proximity Singapore Pte Ltd Creative Director
Primus Nair Bbdo/Proximity Singapore Pte Ltd Group Creative Director
Ronald Ng Bbdo/Proximity Singapore Pte Ltd Chief Creative Officer

The Brief

The Guinness traditional adorer base are older blue collar Singaporeans who drink Guinness Foreign Extra Stout (GFES) in hawker centres and coffee shops. Together with the “Guinness is black, strong and potent” imagery, this meant that our young target Singaporeans felt disconnected to the brand. The brand was struggling to gain traction in contemporary bars, clubs, pubs; where our target consumers hang out. Research also revealed that they did not enjoy the taste of GFES. To break through this quandary, we launched Guinness Draught in a Bottle, a more premium, smoother version of Guinness, for trendy bars and clubs.

Describe how the promotion developed from concept to implementation

To overcome consumer misgivings, we came up with the single-minded proposition “Guinness is now the smoothest beer in town”. A proposition anchored in the product truth and its smooth new look. To get our “Smooth” proposition talked about, our idea was to create a Guinness World Record for the longest bar slide, the ultimate achievement for the smoothest beer in the world.

Describe the success of the promotion with both client and consumer including some quantifiable results

Publicity value S$341,253 – 14% above target, and 227% the size of original total budget. The event was picked up by 44 different titles, 13 of which are “traditional media” – these reached an estimated 1.5 million Singaporeans. 2. Reverse declining marketshare of Guinness in on-trade, and achieve an uplift of 10%. It had been declining by approximately 12% over the last 12 months. Sales of GDIB has increased monthly marketshare by 14%. Compared to a year ago, marketshare has increased by 29%, easily surpassing targets. The improvement in marketshare position is clearly down to the successful positioning of GDIB.

Explain why the method of promotion was most relevant to the product or service

OUTDOOR: The poster showcased the new premium black bottle and the bottle image was made from real velvet, so passers-by could interact with the poster and feel for themselves how smooth this new product would be. RADIO: Radio was used to publicise the event, including acoustic sound effects of the smooth sound of the bar slide. ONLINE: Call for entries were sent to our 50,000-strong Facebook community of Guinness fans, inviting them to attempt the world record. Fueled by strategic Facebook ad buy announcements, participants had to describe how smooth Guinness is and 5 winners were selected from this exercise.