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RECRUITMENT & RETENTION CAMPAIGN
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Guinness Malaysia
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What I did
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Guinness Creative Team Lead
Direct Mail Campaigns idea
Digital Campaigns Innovation
Consumer Centric Design
Consumer Journey Design
Video Life Integration Supervision
Typography
Art Direction
Illustration
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Mission
In 2007, the alcohol market turned semi-dark in Malaysia, with all advertising banned. Deepening the punch, sales-tax prices increased to 30%.
Solution
To meet sales revenue for the year, we must deepen our communication with loyal and new drinkers with meaningful reasons to stick up with the rising price of 30% with the drinks they like.
The statistics show that loyal and new drinkers should not be defined by their age but by their weekly consumption. With this in mind, we decided to design communications that suit both types of drinkers in their preferences of tone and touchpoint with a single goal– recruiting younger drinkers into the Guinness repertoire and frequency, in time sale price hike at 30% yearly.
Recruitment Campaign
Greatness is a choice.
Tap into a drinker who consumes information digitally and is new to Guinness. We went with a strategy to make our communication intriguing and interactive. Webisodes are key components waved together with Guinness—believers set at centre stage to entice them to choose their path and witness how a man with a substance creates his greatness. Each answer programme differs throughout the day to keep engagement fresh and authentic.
Results
153,222 hits in registration attracted 25,929 unique visitors and grew members to 14,5101 in the database, and 11% of them responded well on eDM sent.
Brand loyalty & Promotions Campaign
Guinness Insider
A bi-monthly newsletter curated under the brand attributes–The Journey of a Believer, Arthur Guinness. It is bite-size 'insider' news on Guinness and the world. A successful communication piece that fosters quality conversation and bonding among members, keeping them feeling superior and enjoying sharing with their peers.
Results
Sustain an incremental of 9.3% consumption.
Member-Get-Member Campaign
Call of Arms
Designed with bamboo in accordion folds, symbolising the bond of brotherhood. When Guinness wanted to recruit new drinkers into the Guinness CRM program, its loyal drinkers stood up and turned in with numbers.
Results
36% of new members recruited. Each shared good things about the CRM program.
Chinese New Year Greeting & Sales Promotional Campaign
Zhu-long Ru-shui
We mimicked a well-known Chinese idiom (zhu long ru shui), meaning 'endless wealth flows out through a pig cage'. We do not stop at the design; the direct mail contains endless freebies, lucky draws, special prices on Guinness, discount vouchers, and Chinese New Year Promotions at selected retail outlets.
Results
Increase RM300,000 sales. 200% coupon redemption. 84% felt valued.
Birthday Greeting & Sales Promotional Campaign
Longevity
Longevity noodle is a traditional birthday meal prepared by a loved one to another––a gesture of blessing them with a long, happy life. Guinness loyal drinkers are deeply rooted in Chinese culture. On their birthday, we show up the same.
Results
Increase 1.7x weekly consumption.
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Awards
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B2C Direct Marketing Campaign, Bronze DMA Awards Malaysia 2007
High Volume Direct Marketing Campaign, Bronze, DMA Awards Malaysia 2007
Direct Mail Campaign, Bronze, Echo 2007
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Results
Campaign ROI reached 50%.
Sales increased by 42% of high-value drinkers from 20% of new loyal drinkers. 89% of members felt valued, 88% were impressed, and agreed to all brand health statements.
Every member talked about good things about the communication received with 6 friends. 36% of new members were recruited, increasing consumption by 1.7 weekly.
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Why Nicki’s works are good
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// Nicki is committed to the brands she works on and has the 360-degree experience to add value to the strategy. I will miss working with Nicki: her sense of humour and tenacity for her craft made the experience enjoyable //
Selina Ang
Executive Director, OgilvyOne Malaysia
Another arresting idea.