- - - - - - - - - - - - - - - - - - - -
LOYALTY PROGRAM
- - - - - - - - - - - - - - - - - - - -
Guinness Malaysia
- - - - - - - - - - - - - - - - - - - -
What I did
- - - - - - - - - - - - - - - - - - - -
Guinness Creative Team Lead
Direct Mail Campaigns idea
Consumer Centric Design
Consumer Journey Design
Direct Mail Design
Typography
Art Direction
Production Direction
- - - - - - - - - - - - - - - - - - - -
Mission
Guinness seeks a long-term solution to meet incremental sales targets and market domination when sales tax prices rise year after year while consumer income is stagnant.
Solution
Guinness’s loyal drinkers are blue-collar and deeply rooted in Chinese culture. To strengthen their brand affirmation and recognition, we tapped into their sentiments that they had a unique skill—mastering their drink.
A robust CRM program was designed to reinforce their need to feel superior through four strategic communications and calls to action: brand affirmation, loyalty, consumption, and advocacy of Guinness to their peers.
Tactical Campaign (Chinese New Year Greeting)
Empty Almanack
To reinforce brand affirmation through an association that our loyal drinkers with Guinness founder––Arthur Guinness: a man of self-belief who created his destiny when he signed Guinness for a 9,000-year lease in 1759. The Empty Almanack is for our loyal drinkers to write their destiny.
Tactical Campaign (Birthday Greeting)
Perfect Match
It's tricky to induce sales on loyal drinkers' birthdays. We found a surprise route: send them a pack of their favourite bite –– peanuts, a symbol of long life–a perfect birthday greeting and a delightful reminder to buy Guinness to enjoy with.
Brand Content & Promotions
Guinness Insider
A bi-monthly newspaper that caters to the most discerning drinkers, it is designed with immersive insider information that will leave readers feeling knowledgeable and confident, enhancing their social interactions and giving them a sense of superiority among peers.
Appreciation Campaign
Guinness Heroes
The campaign aimed to recognize the importance of loyal drinkers and create anticipation for future events at The Guinness Tavern, an exclusive place known only to loyal drinkers. Invitations were sent via direct mail, acknowledging each member as a master of the Guinness repertoire and inviting them to a conglomeration of all masters known as (wu lin da hui). A secret pass (mi mic ling pai) was included to attend The Guinness Tavern. A personalized memento was sent to every member with their name and portraits in Chinese calligraphy and brush painting, standing together with all masters of the Guinness.
- - - - - - - - - - - - - - - - - - - -
Awards
- - - - - - - - - - - - - - - - - - - -
Direct Marketing Campaign, Finalist Cannes 2006
Retention and Loyalty Direct Marketing Campaign, Bronze DM Asia 2006
B2C Direct Marketing Campaign, Silver DMA Awards Malaysia 2006
Brand Building Direct Marketing Campaign, Bronze DMA Awards Malaysia 2006
Direct Marketing Campaign, Merit LongXi 2006
Empty Almanack
Best Direct Marketing Campaign Asia, The Work 2007
Direct Mail, Silver New York Festival 2006
Direct Mail, Gold DM Asia 2006
Brand Building Direct Marketing Campaign, Silver DMA Awards Malaysia 2006
Art Direction, Bronze DMA Awards Malaysia 2006
B2C Direct Marketing Campaign, Bronze, DMA Awards Malaysia 2006
Art Direction, Finalist DM Asia 2006
Flat Direct marketing Campaign, Merit LongXi 2007
Perfect Match
Direct Marketing Campaign, Silver DM Asia 2006
Brand Building Direct Marketing Campaign, Bronze DMA Awards Malaysia 2006
B2C Direct Marketing Campaign, Merit DMA Awards Malaysia 2006
Guinness Heroes
World Top 10 Agencies, Won Report 2005
World No. 1 Direct Marketing Campaign, Won Report 2005
Best Direct Marketing of Asia, The Work 2006
Best of Show Strategy, DM Asia 2005
Best of the Best Shane Weaver Award, DM Asia 2005
Dimensional Direct Marketing Campaign, Gold DM Asia 2005
Dimensional Low Volume Direct Marketing Campaign, Gold DM Asia 2005
Art Direction, Finalist DM Asia 2005
Direct Marketing Campaign, Finalist New York Festival 2005
Direct Marketing Campaign, Bronze John Caples 2005
Retention and Loyalty Direct Marketing Campaign, Finalist John Caples 2005
Brand Building Direct Marketing Campaign, Finalist John Caples 2005
Low Volume Direct Mail, Silver, DMA Malaysia 2005 (Guinness Hall of Fame)
Best Retention & Loyalty Direct Mail, Silver, DMA Malaysia 2005 (Guinness Hall of Fame)
Best Dimensional Mail, Silver, DMA Malaysia 2005 (Guinness Hall of Fame)
Best RM Program, Diageo Asia Pacific Award 2005 - (Guinness Hall of Fame)
- - - - - - - - - - - - - - - - - - - -
Results
Members grew 564.8%.
88% agreed with all brand equity statements. Four out of five members rated the program strongly. 20% of members advocated for Guinness to be friends, and 14.8% tried. Weekly consumption was up by 9.3%. ROI increased by 35%.
The loyalty program has made Guinness the leading brand in its category for 5 consecutive years.
- - - - - - - - - - - - - - - - - - - -
Why Nicki’s works are good
- - - - - - - - - - - - - - - - - - - -
// All the awards won for our customer relationship marketing programmes proved and reinforced that the strategy is right on the spot //
James Wong
Regional Marketing Manager, Guinness Greater Asia
Another arresting idea.
