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What I did

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Guinness Creative Team Lead
Campaign 360
Digital Innovation
AR, 3D & Holographic
Video & HTML Integration

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Mission

Alcohol advertising is banned. Guinness required a youthful touchpoint to attract young drinkers into the brand repertoire.

Solution

We aligned Guinness brand values: Belief with the young, inclined believers who believe they will figure out how to succeed and enjoy the latest trends and social platforms. 

With this insight in mind, we strategically designed and implemented multiple campaigns that integrate multiple platforms and mediums in, around, and beyond their online and offline social circles, luring them into the brand content.

To catch their attention, we deployed the latest Flash 8 technology (in Beta 2005) and built the first 3D brand immersive platform in Malaysia and possibly the world. This platform empowered real-time interactions among active users to experience the extraordinary things the brand offers.

Rise of The Black Knights

Disruptive Launch

We took over the MSN chat room with a disruptive tag: The Black Knight logo. Surprise netizens who click on it will activate either of the 2 viral videos that entice their curiosity to check out The City of Black Knights – a vertical Guinness World, all done in Flash 8 technology while still in Beta 2005.

Code Black: The Rising

Brand Party Series #1

Netizens who have visited The City of Black Knights and joined The Black Knight will receive an Encoded Invite that marks their first extraordinary experience with the brand in person. Code Black: The Rising is a theme party series that aims to empower young drinkers on a journey into the Guinness World, where like-minded people gather and celebrate.

Sink The Black

The World’s First Digital Pool Championship

We rode on the waves of The World Pool Championship and suggested to Guinness to build The First Digital World Pool Championship on The City of Black Knights microsite. The campaign begins with a disruptive interaction on MSN: a warm-up pool game to entice netizens to be the first World Digital Pool Champion and win Guinness prizes and drinks.

Black Quest

Interactive Brand Edutainment

When alcohol advertising was banned, it enabled us to take a different path and engage fellow members in The City Of Believers programs to learn more about the brand's values and why Guinness is Man of Substance's favourite drink in the world. An interactive brand edutainment was designed to do more than educate; it projected a fun side of the brand that was constantly rewarding. In this case, a free drink for those who got all the answers correctly.

Code Black: The Evolution

Brand Party Series #2

The first-party series Code Black: The Rising successfully attracted young drinkers on a journey into the Guinness World, where like-minded people gather and celebrate. This second-party series, Code Black: The Evolution, aimed at reinforcing brand affiliation and enabled a platform for them to show their upper hand among their piers for one night only – they and 2 of their friend on an extraordinary experience the brand had to offer.

The Master Brewer

Interactive Drink Edutainment 

To appreciate Guinness's distinctive flavour and characteristics, one must understand the craft and ingredients that made the ruby red, the bubbles that go down, not up, and the pale cream top. This interactive drink education is designed to entice their interest and appreciation of the drink—to experience how the master brewer in Dublin has done at every step in making Guinness remain superior worldwide since 1759.

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Awards

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Digital Campaign, Best of Ogilvy Touch Points 2006
Digital Campaign, Silver DM Asia 2006
Best Recruitment Program Digital Campaign, Bronze, DMA Awards Malaysia 2006
Best Web Brand Building Campaign, Merit, DMA Awards Malaysia 2006

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Results

With zero advertising budget,
The City of Black Knights registered over 153,222 people as members.

Site visits reached 123.7%, and interaction reached 457.32%.

The consumer relationship program extended for 4 years.

Another arresting idea.