Guinness DM THE AD WORTH WAITING FOR by Ogilvy & Mather Kuala Lumpur

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THE AD WORTH WAITING FOR

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Industry Beers and Ciders
Media Direct marketing
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Creative Director Rafael Guida Ogilvyone Hk
Art Director Kuan Kim Wai
Copywriter Barry Victor
Released April 2013

Credits & Description

Advertiser: GUINNESS ANCHOR BERHAD
Agency: OGILVY MALAYSIA
Category: Social Media & Viral Marketing
Advertising campaign: THE AD WORTH WAITING FOR
Audio Producer: Alison Yong (Two AM)
Account Manager: April Toh (Ogilvy Malaysia)
Copywriter: Barry Victor (Ogilvy Malaysia)
Composer: Danny Lim Teong Chin (Two AM)
Sound Engineer: Kitcheren Lee (Two AM)
Art Director: Kuan Kim Wai (Ogilvy Malaysia)
AV Director: Eric Yan (Ogilvy Malaysia)
Executive Producer: Pete Singh (Tankers)
Creative Director: Rafael Guida (Ogilvy Malaysia)
Online Editor: Dayang Amnah (Asia Pacific Videolab)
Gab Beer Ambassador: Keith Nair (Gab Professional Solutions)
Offline Editor: Keith Ngiau (Asia Pacific Videolab)
Associate Brand Manager: Lim Toong Boon (Guinness Anchor Berhad)
Production: Sare Raman (Tankers)
Film Director: Tong Ming Jen (Tankers)
Post House Producer: Chen Yoke Wah (Asia Pacific Videolab)
Chief Creative Officer: Gavin Simpson (Ogilvy Malaysia)
Colour Grader: Nash (Asia Pacific Videolab)

Outcome
• In a few hours, 10,000 ‘buy 1 free 1’ GUINNESS vouchers were redeemed

Execution
GUINNESS is a beer that is worth the wait. The reward is its smoother and creamier taste. We used a media that requires people to wait, and rewarded them for doing so. The same way they will get rewarded for waiting the extra time needed for a pint of GUINNESS.

Client Brief Or Objective
GUINNESS is a beer that needs time to settle before it can be consumed. This is an important characteristic that most new drinkers aren't aware of. With the launch of their new ‘Made of More’ campaign, GUINNESS wanted to educate new drinkers on the significance of waiting for a pint.But to a generation who are used to getting everything instantly, it was a challenge.

Implementation
We used a media that some consider annoying, to prove that waiting can yield great rewards. We surprised and rewarded viewers who watched the ad without skipping with a 'BUY 1 FREE 1' Guinness voucher.In doing so, we transformed an ad media that people couldn't wait to skip into one that they looked forward to.