Cannes Lions

GUINNESS STOREHOUSE PROJECT CONNECT

TRIBAL DDB, London / GUINNESS UDV / 2013

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Overview

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Credits

Overview

Description

The Guinness Storehouse is the visitor experience for the Guinness brand in Dublin. It’s like a wonderful ‘date’ with Guinness where visitors fall in love with the brand and leave on a high, only to return home to find that Guinness doesn't write, call or email. We solved this problem by creating 4 bespoke signature interactive digital experiences which focused on stimulating the reasons for visitors to act digitally & socially, rather than just the functional opportunity to do so. The results have been a staggering 19% improvement in visitor satisfaction scores and over 8,787 leads collected to date.

Execution

We focused on stimulating the reasons for visitors to act digitally & socially, rather than just the functional opportunity to do so. At the center of our solution is a favorable value exchange between our visitor and the Guinness Storehouse: we never expected visitors to give us their time or data without getting something worthwhile in return.

We obsessed about the user experience. It was crucial that we delivered a seamless real & digital world experience to storehouse visitors. We did everything to ensure that technology was in the background and didn't get in the way of the consumer experience.

Outcome

KPI 1: Improve visitor satisfaction scores.

The latest wave of Red C Research shows that:

o 81% of visitors stated they were very likely to recommend the GSH to family/friends vs 68% in Oct 2011.

o 43% of visitors felt “a lot closer to Guinness” vs 32% in Oct 2011

KPI 2: Recruit Facebook ‘Likes’.

20% of people used Facebook to personalize their experience with 12% of those liking Guinness fan pages all over the world.

KPI 3: Acquire registrations to the database.

Since launch 8,787 people have registered – this represents 2.8% of all visitors, versus a 0.4% Diageo norm.

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