The Brief

Arthur’s Day is a platform that has been activated worldwide since 2009 but is new and relatively unknown locally. On top of that, September was already filled with a full events calendar, amongst them the Singapore F1 race day concert. To solve this, we would have to find a way to generate publicity that could cut through this clutter, get 25-34 year olds to know what we are doing and 1,759 drinkers to attend our concert The key objective of Arthur’s Day is to drive brand re-appraisal of Guinness and recruit 25–34 year old drinkers in Singapore.

Creative Execution

The executions took a common ticket giveaway mechanic and gave it a creative layer that not only served its purpose of giving away tickets, but also generated branded content that was effective in reaching out to a wider audience who may not have gone through the physical experiences (bold acts, concerts) but now know that Guinness Arthur’s Day exists and will be a bold night out. Guinness’ brand purpose celebrates boldness, making this the appropriate theme for an occasion that celebrates Arthur –the bold man behind a brand that stands for being bold, for being made of more.

Describe the creative solution to the brief/objective.

Creativity drives effectiveness, hence the strength of the creativity behind these activations are best determined by how much the consumers were drawn to it. Singaporeans are well-known for their nonchalance and lack of adventure with marketing activations and road shows, often walking right by without so much of an interest despite on-ground promoters’ best efforts. Hence, we maximised the suspense and effects through a series of unguarded installations packed with a dramatic effect upon the slightest interaction to make the consumers stop, pay attention and participate.

Results

Over 2,000 people performed bold acts to earn their invites and attendance to the party; over 90% were in the desired 25-34 age bracket. It was the most talked about concert, despite being held during the busy F1 September month. Guinness’s Facebook fans increased by 26%, making it the Top 10 most engaged brand on Facebook. The campaign achieved S$1.3 million worth of publicity, in over 100 clippings in press and online PR, as well as extensive national radio and TV publicity All brand and consumption metrics increased by >25%, with many increasing by >50%.