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PROMOTION CAMPAIGN
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Guinness Malaysia
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What I did
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Guinness Creative Team Lead
Consumer Insight
Campaign Idea
Brand Content
Story Direction
Story Structure
Illustration Direction
Typography
Art Direction
Direct Mail Design
Production Direction
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Mission
Amidst the country's worst recession in seven years and a sales-tax price hike over three times in five years, a severe decline in consumption due to stagnant disposable income reached an acute consumption decline. We are tasked with pushing sales back on track with more persuasive reasons.
Solution
A series of two direct emails was designed like a graphic novel to take loyal drinkers on a VVIP journey that begins at St James Gate, the birthplace of Guinness in Ireland. And to meet The Guinness Master Brewer, Mr Fergel Murray, who will welcome loyal drinkers at St James Gate and lead them into the marvel of Guinness to discover the secret ingredients, the brewery, the repertoire, and the many insider tips to enhance their enjoyment of Guinness.
The Keepers Of Quality
Tactical Loyalty Campaign – Guinness Superior Quality
At St James Gate Brewery, Master Brewer Mr Fergel Murray welcomes drinkers and takes them to discover the secret behind the world's most distinctive Guinness flavour and the signature Guinness repertoire at Gravity Bar in the Guinness Storehouse.
The Kings Of Taste
Tactical Loyalty Campaign – Food Pairing with Guinness
Mr Fergel Murray took them to the city of Dublin to discover the art of enjoying Guinness through food pairing, knowing what can enhance Guinness's flavours and the meal. Finding the perfect pairing is like a symphony of flavours dancing on taste buds, tasting a drink and a meal experience to a whole new level.
Results
Loyal drinkers grew by 200%, and consumption by 1.8 weekly. The brand impression increased to 85%. Each member shared good things about the brand with 9 friends. 83% claimed to receive the brand communication made them feel valued.
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Why Nicki’s works are good
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// Nicki has a zest for life and life that she passionately shares with others. I admire her zeal and craft in making work more beautiful //
Micheal Tan
Head of Marketing, Aesop Asia
Formerly Guinness Account Director, OgilvyOne Malaysia
Another arresting idea.
