Cannes Lions
BBDO SINGAPORE, Singapore / ASIA PACIFIC BREWERIES / 2014
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Description
In South-east Asia, Guinness Draught is served only in select upmarket bars frequented by expats and affluent locals. Other clubs can’t justify keeping Guinness on tap due to the lack of volume, and hence, don’t offer Guinness Draught in a pint to their patrons. In order to cater to more Guinness drinkers, Guinness Draught was introduced in a bottle format, appropriately termed Guinness Draught in a Bottle. Also known as GDIB.
In terms of taste, GDIB was almost identical to the traditional Guinness Draught, but as the ritual of being served a pint is quite different from that of a bottle, the regulars needed some convincing.
Execution
To generate publicity that could cut through clutter to raise awareness amongst 25 – 34 year olds and get 1,759 drinkers to attend an exclusive Guinness Arthur’s Day concert, a ‘Box of Boldness’ was activated outside a bustling shopping district and passer-bys were invited to touch the screen to win tickets.
But first, they had to take on a bolder challenge set to them through a series of instructions.
One that required them to pay tribute to Arthur Guinness by standing on top of a podium, raising a pint, and toast “To Arthur!” as loud as possible. If they did that, they would be instantly rewarded with tickets to the Guinness Arthur’s Day concert with The Fray.
Outcome
The art-prints were placed in various clubs and bars stocking GDIB. Not only did they break through the clutter that is beer advertising, they appealed to the discerning hip-millennials of today.
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