The Campaign

The beer category was declining. Guinness, with its strong taste and older consumer profile had limited appeal with Gen Y males compared to lager. Arthur’s Day is activated globally in 55 countries on the same day in September. September, in Singapore, was already filled with mega events that boasted massive marketing spends. The solution needed to generate disproportionate publicity that could cut through the clutter, gain awareness with our consumers and get 1,759 drinkers to attend our concert. The main campaign objective is to drive brand re-appraisal of Guinness amongst target Singaporean 25-34 year old drinkers. Guinness’ brand purpose celebrates boldness as the beer, drinker and founder stand for being bold, for being made of more. Hence, Arthur’s Day was themed “a bold night out”. Staying true to it, no tickets were put on sale and no free invites given away. Instead, only the boldest Singaporeans would be invited.

Success of the Campaign

Acts of Boldness The stunts were effective in reaching out and communicating our message to a wider audience beyond those who participated, and got them involved too. A bold party that was talked about Over 2,000 people attended 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. Publicity generated Objective:Generate S$1 million worth of publicity, equivalent to the total publicity generated in 2012. Result: 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 Brand imagery Objective: Improve key metrics by 20%. Result: All brand and consumption metrics increased by >25%, with many increasing by >50%.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Tickets were not sold. Instead, 3 on-ground activation booths were set up where Gen Y consumers could demonstrate their boldness and earn their right to ‘a bold night out’. Instead of regular advertising to promote the Arthur’s Day concert, the “bold content” was used to drive intrigue and social buzz. The live challenges were turned into engaging content that went to form the basis for rich media banners and YouTube content. These drove traffic to sign up on Facebook in order to receive free tickets. Our YouTube uploads alone generated 250,000 views. Radio was also used to call out phobias such as that of dancing, partying and singing in public to suggest that those who suffer from them shouldn’t attend Arthur’s Day. Those who didn’t show any signs of these phobias were directed to Facebook to boldly sign up for free tickets.