THE KEY BEHAVIOUR
Get people in bars to choose Guinness
as their first drink for an enhanced match-day TV
viewing experience, as part of the brand’s sponsorship
of the English Premier League in Africa.
KEY BARRIER & COMPARISON
Key barrier: Guinness isn’t an easy session drink
for matches, unlike lager, so it can also be
an individual choice in a group occasion.
Key comparison: It's the predictions and banter about
match-day outcomes that makes the 90 minutes
themselves even more intense for true football fans.
THE CREATIVE IDEA
Guinness: Every Minute Made of Black.
Guinness amplified every explosive minute of the English Premier League for African supporters,
by giving them a stake in the game. Under each Guinness bottle crown was an individual minute to text.
If a goal was scored in your minute, you were guaranteed a prize.
As hoped, the aims of the campaign have been realised: turning EPL sponsorship
associations into consumption during matches, connecting with Generation Y
in Africa, and incremental sales overall.
More than 3.35 million mobile entries across Nigeria
7% growth in volume over the 2015/16 EPL season
More than 1.3 million people have been rewarded
Absolute volume uplift of 89,000 Hcl (vs. planned 62,000 Hcl)
43% sales net volume uplift vs. 2015
Guinness remains the brand most associated with football in Nigeria (despite heavy spending
by rival lager brands), and the campaign has been so successful that planning is well under way
for a sequel, for the 2016/17 EPL season.