Crowned the #1 value beer brand in the GB On-Trade, Guinness has celebrated a record-breaking year.
Determined to grow outside of traditional winter and sporting occasions, Guinness wanted to be the go-to pint all year round.
To build associations with Summer, Guinness worked with award-winning creative agency, AMV BBDO, to launch a series of OOH creatives synonymous with the British Summer Time – the standout being the special build surfboard, leading to brand competitions and a collaboration with legendary surfer Gerry Lopez.
A reach driving roadside D6 campaign ran throughout June 2022, with poster locations mapped to be within 500m of pubs and bards. Using Plato, Talon’s proprietary planning tool, we also included a within “beach proximity” point of interest.
In July and August, we introduced the surfboard special builds. We brought these special builds to life in two ways:
- Free standing installations: In striking and contextually relevant and high footfall locations – the beaches of Brighton, Bournemouth and London’s South Bank ‘Beach’
- Billboard installations: These were challenging as the classic billboards needed to blend into the background, and with most being landscape it wasn’t going to work. After exploring the wonderful shapes and sizes of OOH via Plato, we settled on roadside 16 sheets, a rare street level format. Located in urban locations, they were the perfect additional installation.
As a result of the competition, with 9 surfboards up for grabs, we received 12,859 entries across the UK, demonstrating strong physical engagement with the campaign.
Market penetration as a result of the campaign increased YoY and Guinness celebrated their highest ever summer share which is significant in the incredibly competitive beer market.
Cheers to that!