Description
AGENCY: IDN Italy
CLIENT NAME: DIAGEO ITALIA – Brand Guinness
BRIEF
– recruiting new consumers
– stimulate consumption in different contexts
– bringing the consumer to the brand
– support sponsored events
STRATEGY
New Application created to engage and drive a more fresh and dynamic.
Facebook interaction, to offer services and information to fans (eg. Pub Locator) and generate more content sharing
Street marketing: a presence through fun and impactful (Pints giants)
Events in the local: through theme nights and activities in relation to the sponsorship of the moment
Events in the stadiums: the sponsorship and the strong presence of the image Guinness in rugby
RESULTS
– Download app
– goal to 12 months 15,000 installations
– result prog. April 2015 (5 months att.) 6,000 downloads (ca 2,000 / month)
– Engagement: 30,000 new contacts achieved
CAMPAIGN ELEMENTS
Event video to support campaing https://www.youtube.com/watch?v=1AgIyiw-13g
