Guinness Promo, Case study GUINNESS 250TH REMARKABLE TV

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Canada
Released August 2009

Credits & Description

Category: Best Use of Television
Advertiser: DIAGEO
Product/Service: GUINNESS BEER
Date of First Appearance: Aug 30 2009 12:00AM
Entrant Company: MEDIACOM, Toronto, CANADA
Brand Director Beer: Ruairi Twomey (Diageo)
Activation: Production Services (CBC)
Media placement: TV Promo - CBC - Full Network - August 30, 2009
Media placement: Live Broadcasts From Dublin - CBC - Full Network - September 21-24

Results and Effectiveness
The brand saw great spikes in awareness, positive brand health as well as an increase in 'a brand for me' measures. The 'Join George in Dublin' contest saw over 50,000 entries, a big number based on Canada's 18-34 population – double the average for these promotions. The show saw an increase in audience reaching over 250,000 adults aged 18-34. The innovation and achievement of moving an iconic host and talk show over several thousand kilometres made Canada’s celebration best-in-class for the global brand. Guinness Canada’s marketing operation is seen as the one to watch at the global brand level.

Creative Execution
Our attention fell upon a relevant TV offering. The Hour with George Stroumbouloupolous; a show with a niche and culturally powerful audience! George started out his career as a VJ on Much Music (Canada’s early version of MTV). He became famous for his exclusive interviews with Bono; the Irish connection was made. He is considered authentic, trusted and intelligent. He is knowledgeable and informed, while maintaining approachability - he still wears black jeans and motorcycle boots! His show is the only Talk-Show for the 18-34 demographic. Together we created a media first. The Hour packed-up production and moved to Dublin for a week! George broadcasted from the home of Guinness to commemorate the 250th birthday. Show guests were hand-picked by the Diageo client. The marketing for the historic event included a ‘Join us in Dublin’ consumer contest as well as co-branded promotions and in-show mentions and product placement.

Insights, Strategy & the Idea
Guinness turned 250. The global mandate was to celebrate this historic occasion through what they called ‘truly remarkable’ events around the world. To qualify as 'truly remarkable', the event needed to be seen as innovative, larger than life. To achieve this would require scale, budget and impact beyond the available budget. Guinness as a trademark is packed with heritage. As it turned 250, it needed to acknowledge its roots in history while proclaiming its enduring relevance to a new generation. The media insight was that in order to achieve greatness, we must act with boldness and authenticity. Merely placing ‘spots and dots’ would not achieve the greatness we were after. The Communication Strategy was achieved by blurring the lines between traditional advertising, messaging and media. The only way to break through and be real with this young target would be to erase the traditional lines of content and advertising.