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DIGITAL ACTIVATION 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
Information Architecture
Consumer Journey Design
User Interface & Experience Design
Art Direction
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Mission
Guinness wanted to use St Patrick's Day to drive brand affirmation among drinkers. Still, only a few Malaysians know it is a global event where people wear green, play Irish games, and enjoy Irish food and beer dyed green.
Within these numbers, how many would be interested in tasting green Guinness and experiencing St. Patrick's Day?
Solution
We had a big task of educating people about the event and warming them up by generating interest in green Guinness and St Patrick's Day.
We devised a virtual St Patrick's Day journey with an interactive game where people could taste all the fun and win collectable items at the Guinness St Patrick's Day events and outlets.
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Award
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Digital Campaign, Silver DMA Awards Malaysia 2008
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Results
An immersive online game attracted 123.7% of unique visitors.
457.32% played the game and understood Guinness's association with St Patrick's Day. All submitted scores won prizes and enjoyed green Guinness at the St Patrick's Day ground events nationwide.
Another arresting idea.
