GUINNESS

GUINNESS CLASS

BRIEF

To deliver a disruptive activity in the UK on-trade that wowed target consumers and bar owners with aim of shifting habitual purchase behaviour and re-invigorating Guinness sales.

SOLUTION

We concurrently deployed 42 teams to nearly 5000 on-trade venues in 10 cities nationwide every Friday and Saturday night over 3 months. Between the hours of 6pm and 8pm, our Guinness Class Crews gave Guinness drinkers the chance to win a range of on-the-spot prizes including the ultimate experience; a private jet trip with five friends for a night out in Dublin that very same night.

With a low price of entry (a pint of Guinness!) and a lofty grand prize, the activity succeeded in positively shifting not only Guinness sales but category sales as a whole.

OVER 18,000

CONSUMER INTERACTIONS

PRIVATE JET EXPERIENCES

CAMPAIGN MAGAZINE’S
TOP 10 CAMPAIGNS THAT SHAPED THE DECADE