ARTHUR'S DAY by Initiative for Guinness

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ARTHUR'S DAY

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Ireland
Agency Initiative
Released September 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: DIAGEO
Product/Service: GUINNESS BEER
Date of First Appearance: Sep 6 2009 12:00AM
Entrant Company: INITIATIVE , Dublin, IRELAND
Account Director: Tanya English (Irish International)
: (Saatchi & Saatchi)
Account Director: Killian Burns (WHPR)
Account Manager: Brian Brophy (Cybercom)
Media placement: TV - 489 Men -34 TVR's - RTE, TV3, TG4, Sky, UTV, Channel 4, Paramount, Setanta, 3e - 6th September 2009
Media placement: Outdoor - 4,261 outdoor sites across multiple formats - 48 Sheets, Metropoles, 6 sheets, Commuterlites, Tram columns & Straplines, Commu - 7th September 2009
Media placement: Outdoor cont - isites, digital screens, metropanels, tsides, phone kiosks, 96 Sheets, admobiles - 7th September 2009
Media placement: Outdoor cont - promobikes, lightwalker projections, flagpoles, airport, actors as arthur, count - 7th September 2009
Media placement: National Press - 28 insertions - Irish Times, Metro, Daily Mail, Irish Sun - 21st September 2009
Media placement: Radio Partnership inc spots, stings, mentions, competitons, outside broadcasts - Dublins FM104 - 7th September 2009
Media placement: Online- 2,100,000 impressions across display formats, takeover and virtual pint - Entertainment.ie, Ryanair.com, MSN.com, hotpress, indublin, facebook, muzu.tv, h - 7th Septmber 2009
Media placement: online cont - rte.ie, screenclick.com, bbc.co.uk, Belfast Telegraph, lastminute.com, teamer.ne - 7th September 2009
Media placement: online cont - tv3.ie, youtube, sky, thumped, proc - 7th September 2009

Results and Effectiveness
Arthurs Day was a massive success, not only in sales volume, but also in mobilising the country to take part in something truly remarkable. The target is talking more about the brand, the day and report a resurgence in their interest and intent to try the product. Male awareness figures grew from 33% Dec 08 to 65% in June to 89% by Arthurs Day, in Dublin this figure was even higher at 94%! 16,008 people signed a Facebook petition to make Arthurs Day a National holiday and 92% of men would like to see the events repeated in the future.

Creative Execution

A fully integrated campaign, aimed at the primary target, men 26-30, was developed to drive awareness of and participation in Arthurs Day. Media selection was heavily weighted towards outdoor, digital and TV, with Radio and Print to give the day a sense of occasion. We created a strong outdoor presence which owned key Dublin locations, including countdown clocks and the largest concentration of mobile media to ever be used for one brand in Ireland to add to the sense of occasion. We drove innovation within print by using front and back pages that had previously never been given to commercial advertisers. The run up to Arthurs Day lived online, with call to action reminders for the final push to pub. The Guinness 250 Ireland Facebook page had over 81,000 fans. Over a two week period 62, 746 virtual pints of Guinness were sent by people to their friends

Insights, Strategy & the Idea
2009 marked the 250th Anniversary of the Guinness Brand. The world was being encouraged to celebrate on Arthurs Day, September 24th, at events across the globe. Although a global event, the 250th anniversary was seen as a real opportunity to connect with the Irish market and tap into feelings of Irish pride which were suffering due to an economic crisis, which had resulted in a decline in the beer market While Guinness had a loyal Irish consumer base, the elusive 26-30 year old male didn’t see themselves drinking it regularly. Guinness needed them to try the product and reappraise Guinness as a brand they would be proud to drink In the midst of a recession, these young men were looking for beacons of optimism. To succeed, Guinness needed to connect with and mobilise the nation by driving awareness of Arthurs Day and creating an unofficial National Day of celebration