Why is this work relevant for Integrated?

Guinness Food Pairing campaign offers the consumers an enhanced food experience through product pairing to their existing food culture, presented through 6 main digital intrinsic films that kick started the campaign, followed by strategic placements and on ground activations that managed to capture the curiosity and awareness that was initially built by the digital films.

Background

The beer market in Indonesia has been dominated by lager brands such as Bintang (Market Leader), Heineken, Anker and Bali Hai. These brands have defined the taste profile and imagery of the beer category in Indonesia – light, easy-going sociability, young, contemporary, lifestyle focused. Guinness is the black sheep, a niche player struggling to defy these category codes, whose sales have been under pressure in recent years. With severe brand, product, regulatory and investment limitations, Guinness needed a new, fundamental and laser-focused strategy to tap into growth via new occasions and new distribution channels. Campaign objectives: 1) Increase national sales by 10% during the campaign period. 2) Grow double the sales in the activated modern-on-trade outlets across Indonesia. 3) Brand lift – increase national P4W consumptions by 4 points during campaign period. 4) To recover 3 years of lost national market share.

Describe the creative idea

Our growth strategy was to identify and leverage consumptions occasions where Guinness had the right to win. Moreover, the new occasion opportunity needed to promise scalable potential and be relatively untapped by competitors. An assessment of the beer category occasions revealed that – in Indonesia - beer drinking is already confined to evening and social (outdoor) occasions, associated with Music and Nightlife. We couldn't create radically new occasions (daytime; solus drinking; in-home entertainment) – as there was simply no consumer evidence for these new behaviours. So, staying within the core occasion constraints – social, evening, outdoor - we turned our attention from “beer-as-central” occasions to “beer-as-accompaniment” occasions.

Describe the strategy

Indonesian Foodies are rising, comprised of people in the age 25-34, belonging to social economic strata A, B, and C. They live in urban cities across Indonesia, and willing to spend on their love of exploring new, unique exciting places to eat and enjoy new culinary experiences. During their ventures, they savour new interesting taste of food and at the same time sharing that very experience via online platforms such as social media, blogs and vlogs. To build beer as an accompaniment occasion, we researched with our Global Team and Diageo to found that stout beers, such as Guinness goes beautifully paired with rich and complex tastes, like local Indonesian cuisine. It enhances Indonesian dishes by complementing and bringing out the rich flavour with the rich flavour of the stout beer. We had identified a new Guinness consumption occasion where Guinness had the right to win – at a product

Describe the execution

1. Introduce the right food to pair We introduced the local favorite foods that we can pair with and enhance by Guinness via a series of 6 digital intrinsic films to instill sense of familiarity, interest and national pride amongst the audience. 2. Communicate to and entice the senses Communicating about food always possesses a challenge because it is something which relies on taste and smell experience. 3. Sell into and Activate Dining Distribution To increase sales in activated outlets around Indonesia, Guinness collaborated with Renatta Moeloek, one of the judges from Indonesia Masterchef, to create 4 events in selected outlets which Guinness has done business with. All is done in 4 months. Films are placed digitally while strategic KV’s are put on OOH, in store and digital. We activated 371 outlets across Indonesia.

List the results

• The total sales increased by 26% (exceeds KPI by 160%) • We increased monthly volumes in these outlets from 15 HectoLiters to a peak of 82 HectoLiters at the peak of the campaign, an increase of 547% • Across Indonesia, market share in activated outlets grew from 11.5% to 31%. Particularly in Bali activated outlets (important market with 25% contribution), we managed to increased market share from 2% to 24% • During the campaign period, Past 4 weeks consumptions increased by 7 points • National Market share grew by 4 % (in a highly competitive beer market). The highest market share since 2016 • 69 Million Impressions (Number of People Exposed) – Exceeded KPI by 60% • Reached (Number of People Viewing) 27 Million viewers – Exceeded KPI by 28% • Engage (Number of Likes and Comments in Social Media) 1,6 Million people – Exceeded KPI by 300 %