Cannes Lions

GUINNESS STOUT

TARGET MARKETING, Dublin / DIAGEO / 2005

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Overview

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Credits

Overview

Description

Each communication is designed to tap into the unique relationship that Guinness drinkers have with the brand. The content feeds their interest in the brand's history and heritage while also providing topical information such as Guinness sponsorships, for example Summer Festivals & Rugby. Beautifully shot images of the pint also featured to reinforce quality. The four communications were timed to trigger response before, during, and after key times where consumers were at risk of switching out of Guinness. To drive consumption, each communication contains a personalised voucher for the individual drinker's local pub on 'their' night.

Outcome

Delivered an incremental lift of 1.5 pints per week over 52 weeks (against target of 0.5 pints). This delivers significant incremental lifetime value for the brand. Total of 86,000 loyal Guinness drinkers on RM database (16,000 ahead of target). Voucher redemption 45%-65%. Response rates of up to 85%. Affinity scores ('feeling valued by Guinness') increased by 39% over control group.The programme held up as one of the most successful RM programmes for any Diageo brand globally, and is set to show positive return on investment after the second year, a whole year ahead of target.

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