ARE YOU GOING? by Ogilvy & Mather Kuala Lumpur for Guinness

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ARE YOU GOING?

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Industry Beers and Ciders
Media Promo & PR
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Copywriter Sara Samantha Tan
Designer Ch'ng Kar Khuan, Teo Choong Ching
Released September 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: GUINNESS ANCHOR MARKETING
Product/Service: GUINNESS
Agency: OGILVY & MATHER MALAYSIA
Date of First Appearance: Sep 7 2009 12:00AM
Entrant Company: OGILVY & MATHER MALAYSIA, Kuala Lumpur, MALAYSIA
Entry URL: http://www.our-work.com.my/areyougoing
Executive Director: Selina Ang (Ogilvy Malaysia)
Senior Art Director: Martin Ng (Ogilvy Malaysia)
Copywriter: Sara Samantha Tan (Ogilvy Malaysia)
Senior Designer: Soh Kian Teck (Ogilvy Malaysia)
Designer: Ch'ng Kar Khuan (Ogilvy Malaysia)
Designer: Teo Choong Ching (Ogilvy Malaysia)
Business Director: Lim Shu Min (Ogilvy Malaysia)
Account Director: Loh Ee Lin (Ogilvy Malaysia)
Account Executive: Lim Lei Yoon (Ogilvy Malaysia)
Planner: Caryl Heah (Ogilvy Malaysia)
Project Manager: Ee Seet Ling (Ogilvy Malaysia)
Programmer: Calvin Tan (Ogilvy Malaysia)
Media placement: Rich Media Banners - Websites Of Various Lifestyle And Entertainment Magazines - 7 September 2009
Media placement: Online Banners - Websites Of Various Lifestyle And Entertainment Magazines - 7 September 2009

Describe the objective of the promotion.
The first ever Arthur’s Day party was coming up. It was the main event of the Guinness 250th anniversary celebrations and the client’s expectations were running sky-high. But then the government dropped a bombshell by banning Muslims from attending. Though the ban was eventually lifted, spirits were dampened. To top it off, no Guinness branding was allowed. With less than 3 weeks to Arthur’s Day and only 300 tickets sold (client’s target: 15,000), our challenge was to generate the hype and excitement that would drive the “Gen-26” target audience (male drinkers aged 26) to buy tickets for Arthur’s Day.

Describe how the promotion developed from concept to implementation
When a big party is coming up, the question on everyone’s lips is “Are you going?” We used this simple line to imply an unmissable party was coming. Leveraging on the viral power of social media, we seeded “Are you going?” on Twitter, blogs and Facebook. We got key bloggers and brand advocates (fans of Guinness on Facebook) to ask friends and followers “Are you going?” Even Arthur Guinness made his modern-day appearance on Twitter and Facebook with the question, “Are you going?” Online banners asking “Are you going?” then drove viewers to the Arthur’s Day website to buy tickets.

Describe the success of the promotion with both client and consumer including some quantifiable results
Over 18,000 people attended Arthur’s Day, more than double the turnout at similar events. Of those who attended, 41% had heard about Arthur’s Day through social media and word of mouth from friends. This was achieved at a cost of US$ 3,000 versus 59% who had heard from paid media such as press ads, at a cost of over US$ 605,000. (Source: Synovate post-event survey)

Explain why the method of promotion was most relevant to the product or service
The campaign strategy was to leverage the social influence of Guinness drinkers and key bloggers to talk up the hype and drive the target to Arthur’s Day. This strategy got the attention of the internet-savvy target audience by speaking their language and engaging them where they hang out most – on Facebook, Twitter, blogs and the websites of lifestyle magazines. With time of the essence, “Are you going?” was a campaign that could be executed quickly. This fast response helped achieve a dramatic turnaround in ticket sales, despite the dampener of government restrictions.