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Guinness Regional Sponsorships DM

Guinness Regional Sponsorships DM | 健力士 | Guinness | Irish International Proximity
下载原始文件 下载原始文件 JPG | 1024x768px
基本信息
行业: 专业与公共服务
媒体:DM
时间:2005年1月5日
投放:爱尔兰
风格: Minimalism
说明cnen
Description / Synopsis


Summary
Guinness had traditionally been the major sponsor of regional festivals and events throughout Ireland, however over-time, the sponsorships had become fragmented and lacking in any sense of uniformity or support for the Key Brand Benefit of Knowing What Matters. With competition from other beer brands, a unified sponsorship strategy based on the relevant festival had to be developed that would offer consumers the opportunity to win prizes of tickets and trips to specific Guinness sponsored events.

Context


The campaign achieved 93% event awareness, and connection to the key brand benefit rose significantly. 88% of people at a single event agreed with the statement that “through their sponsorship of this festival, Guinness has shown they understand what really matters to people like me.” Guinness managed to enhance the enjoyment of Guinness sponsored events and strengthen the brand positioning of Knowing What Matters. The creative strategy of a single unified design banner delivered a clear message to consumers at the various regional sponsorships, and enabled Guinness to achieve its objectives within 1 year.
制作信息
品牌:
广告公司:
奖项
IMC - Integrated Marketing Communications European Awards 2006
金奖
Integrated Campaign
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