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.
MTV were approached by General Motors' DKLW to take CORSA mascots 'The CMONs' and make them famous across europe. They suggested we create a music video, but no one really knew who these puppets were at that point.
So instead we re-invented them as an iconic rock band complete with a huge career and salacious backstories. We covered their story through a newly minted MTV Mockumentary show called "MTV Under The Radar" (they' are only small after all). As well as a suite of integrated collateral for a campaign that spanned branded TV content, a fully functional Under The Radar webpage, magazines, press releases and a few music videos. We even commissioned a full rock album. Ten tracks, with the only lyric being... C'MON!
This was one of the first pieces of branded content. Throughout the development process, we convinced the client and DKLW to be brave about minimal product use and edgy tone, making this a truly native piece of branded content for our youth audience. The campaign went on to win an M&M Global award.
I was hired by Vice in London as VP Creative & Marketing to help launch VICELAND, their Emmy winning new TV channel internationally. I was responsible for international marketing strategies, building creative and marketing teams from scratch, creating localised channel assets and deploying awareness campaigns in all media to launch the Viceland brand in Europe, Africa, Asia and Australasia.
We set up 6 TV channels, reaching over 50 countries, all within the first ten months of operation.
Tasked with positioning a pay TV channel from a brand loved by many, and who were used to getting their content for free. Plus welcoming a new audience who had never heard of Vice, but craved a fresh voice. We planted the flag with the following statement to align staff and all our marketing efforts.
Born from Vice, a premium TV experience for and by young people curious about life right now.
We created a provocative nationwide launch campaigns in the UK, France, New Zealand and Australia - from social, to print, to outdoor, using powerful imagery from the shows and thought stopping program titles to introduce the channel to a new audience.
There was no need for clever advertising tricks, we let the content speak for itself.
We wanted to build on the confident and clear look and feel created by the brilliant GRETEL agency in New York, by letting local channels play with those tools to create their own distinct local flavour.