Guinness

Making brand sponsorship drive sales

Guinness
Every minute made of black

Integrated campaign

BRAND RELATIONSHIP

From "Old Pals" to "Teammates"

KEY BEHAVIOUR

Get people in bars to choose Guinness as their first drink for an enhanced match-day TV viewing experience as part of the brand’s sponsorship of the English Premier League in Africa.

KEY BARRIER

Guinness isn’t an easy session drink for matches, unlike lager, so it can also be an individual choice in a group occasion.

KEY COMPARISON

The predictions and banter about match-day outcomes that make the 90 minutes themselves even more intense for true football fans.

EVERY MINUTE MADE OF BLACK

Guinness amplified every explosive minute of the English Premier League for African supporters, by giving them a stake in the game. Under each individual Guinness bottle crown was an individual minute to text. If a goal was scored in your minute, you were guaranteed a prize.

Results

OVER 3.35 MILLION

Mobile entries across Nigeria

17% GROWTH

In volume over the EPL season

OVER 1.3 MILLION PEOPLE

Have been rewarded

VOLUME UPLIFT OF 89,000 HCL

vs. planned 62.000 HCL

43% SALES NET VOLUME UPLIFT

vs. 2015

AWARD WINNING CAMPAIGN

Best International Campaign

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