Guinness DM BATON by TMW

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Industry Beers and Ciders
Media Direct marketing
Market United Kingdom
Agency TMW
Executive Creative Director Mark Reddick, Gareth James
Creative Director Alastair Huthchison
Released December 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: DIAGEO
Product/Service: STOUT BEER
Date of First Appearance: Dec 1 2010
Executive Creative Director: Gareth James (Tullo Marshall Warren)
Executive Creative Director: Mark Reddick (Tullo Marshall Warren)
Creative Director: Alastair Huthchison (Tullo Marshall Warren)
Senior Designer: Richard Shepherd (Tullo Marshall Warren)
Account Director: Neil Oakley (Tullo Marshall Warren)
Media placement: Direct Mail - Guinness RM and eRM base - December 2010
Media placement: YouTube & Facebook - youtube/facebook - December 2010

Describe the brief/objective of the direct campaign.
To encourage fans of Guinness to stock up on their favourite tipple over the festive season by giving them something that would be a talking point, provide social currency in drinking situations at home and would preferably require Guinness to enjoy to the gift fully.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A Guinness-branded conductor’s baton and music to festive favourite, Jingle Bells. The twist, the musical instrument on which the tune could be played was 5 pint glasses filled to various levels with Guinness. And to help recipients of the direct mail create their Guinness xylophone, the baton carried markers showing the varying levels to which the glasses needed to be filled to create the different notes.

Additionally, fans were directed to an interactive YouTube page where they could practise playing Jingle Bells and other festive favourites, before pouring their own pints.

Explain why the creative execution was relevant to the product or service.
The baton provides Guinness fans with an opportunity to be an entertaining host – and an excuse to open several cans of Guinness. Great for dad – and even better for Guinness! It is also a bit of fun, from a brand that owes much of its warmth to its Irish heritage and their traditional love of the ‘craic’. (Irish for fun)

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

3,329 likes on facebook
20,547 views on YouTube
26% of emails clicked through
13.75% opened
276,959 interactions