Every Minute - Guinness
The brief - Highlight Guinness’ premium Premier League Soccer sponsorship across sub-saharan Africa.
Context - The cross agency brief was for a brand awareness campaign. But I had an idea to somehow use the bottle to predict when goals would get scored. This could make every game more exciting while integrating the product in the experience. Why not give everyone a stake in every game? I pitched the idea to Diageo and we won.
Idea - Simple. Find a minute printed under your Guinness bottle cap, if the team score in that minute - you win instant cash. Instead of supporting just one team, you now had a stake in every minute of every game and always with a Guinness in your hand.
Work - TV Spot, digital, social, print, point of sale materials. Shameless sales uptick.
HeyHuman Team: CDs Cam Levin & Leigh Wallace.
Every Minute Holding A Guinness
This innovative Pan-African integrated campaign spanned TV, print, OOH, social, digital and a host of in-bar collateral, and the results were ‘on brief’.
We turned a Guinness English Premier League sponsorship into consumption during matches, connecting with Millennials and boosting overall sales.
• More than 3.35 million mobile entries across Nigeria
• 17% growth in volume over the 2015/16 EPL season
• More than 1.3 million people 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 Premier League Soccer in Nigeria (despite heavy spending by rival lager brands), and the campaign was so successful the campaign was extended into following seasons
The campaign was recognised by the MAA, winning Gold for International campaigns.