Title | ARTHUR'S DAY - A BOLD NIGHT OUT |
Brand | ASIA PACIFIC BREWERIES SINGAPORE |
Product / Service | GUINNESS |
Category | A03. Ambient media: large scale |
Entrant | BBDO PROXIMITY SINGAPORE, SINGAPORE |
Entrant Company | BBDO PROXIMITY SINGAPORE, SINGAPORE |
Advertising Agency | BBDO PROXIMITY SINGAPORE, SINGAPORE |
Media Agency | ZENITHOPTIMEDIA Singapore, SINGAPORE |
Production Company | KTV FILMS Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Ronald Ng | BBDO Proximity Singapore | Chief Creative Officer |
Primus Nair | BBDO Proximity Singapore | Group Creative Director |
Theophilues Tan | BBDO Proximity Singapore | Copywriter |
Adlin Rosli | BBDO Proximity Singapore | Copywriter |
Douglas Goh | BBDO Proximity Singapore | Art Director |
Christie Way | BBDO Proximity Singapore | Art Director |
Qiu Jing | BBDO Proximity Singapore | Art Director |
Katherine Lian | BBDO Proximity Singapore | Art Buyer |
Joe Braithwaite | BBDO Proximity Singapore | Account Supervisor |
Andy Wilson | BBDO Proximity Singapore | Head Of Strategy/Asia |
Ann May Chua | BBDO Proximity Singapore | Producer |
Jackie They | BBDO Proximity Singapore | Producer |
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.
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.
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.
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%.