Title | THE WORLD’S SMOOTHEST LAUNCH |
Brand | ASIA PACIFIC BREWERIES SINGAPORE |
Product / Service | GUINNESS |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | BBDO SINGAPORE, SINGAPORE |
Entrant Company | BBDO SINGAPORE, SINGAPORE |
Advertising Agency | BBDO SINGAPORE, SINGAPORE |
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 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.
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.
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.
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.