Guinness sponsor the English Premier League soccer right across the African continent, and for the 2015/16 season, Diageo wanted Guinness to be the first drink bought in bar on match day, the beer in the hand of every football lover, especially the illusive Gen Y drinker during the game.
They thought they needed a pure brand campaign. We thought different. Instead, why not give every Guinness drinker a stake in the game. So under every bottle crown we put a minute. If a goal is scored in your minute you win instant cash. Simple.
By drinking Guinness, your experience of watching the game is amped with extra excitement while never distracting from the game itself, as so many other convoluted apps and competitions do.
This innovative Pan-African integrated campaign spans TV, print, OOH, social, digital and a host of in-bar collateral.
The Results – As hoped, the aims of the campaign have been realised: turning EPL sponsorship associations into consumption during matches, connecting with Generation Y in Africa, and incremental sales overall.
• More than 3.35 million mobile entries across Nigeria
• 17% growth in volume over the 2015/16 EPL season
• More than 1.3 million people have been rewarded
• Absolute volume uplift of 89,000 Hcl (vs. planned 62,000 Hcl)
• 43% sales net volume uplift vs. 2015
Guinness remains the brand most associated with football in Nigeria (despite heavy spending by rival lager brands), and the campaign has been so successful the campaign was extended into the 2016/17 EPL season.
The campaign was recognised by the MAA, winning Gold for International campaign at the #dodifferent awards in 2017.