About the campaign

Ghana celebrated 60 years of independence in March 2017. To celebrate this, Guinness created a limited-edition bottle, featuring iconic Ghanaian figures and landmarks. Guinness ran promotions at selected bars to mark the celebration with free Wi-Fi, discounts and prizes. 

The main objective was to drive Reach; allowing the team to spread awareness in proximity to bars which were running promotions and drive footfall leading to increased sales. 

To drive footfall to these events, Vizeum in partnership with the SSA Business, used geo-targeted Facebook ads – an African Media First. This was the first time that a beer brand in Africa has run a geo-targeted Facebook campaign.

To enhance experiences at the bar, Vizeum partnered with MTN to provide Free Wi-Fi services at the local bars encouraging more sharing of their experiences.

Other agencies involved: Dentsu Aegis Network Sub Saharan  Africa Hub team

Challenge

Our key task was to drive LE bottles in hand drawing desire for the LPA 34 whilst staying relevant to other beer drinkers.

Bars in Africa are generally informally located and although we were ramping up the atmosphere in local bars to celebrate 60 years of independence, we also needed to ensure that Ghanaians wouldn’t miss the incredible Guinness promotions and social occasions happening on location. 

Solution

Bars in Africa are generally informally located and although we were ramping up the atmosphere in local bars to celebrate 60 years of independence, we also needed to ensure that  Ghanaians wouldn’t miss the incredible Guinness promotions and social occasions happening on location. 

To drive footfall to these events, Vizeum in partnership with our SSA business, used geo-targetting – an African Media first. This was the first time that a beer brand in Africa has run a geo-targetted Facebook campaign. Vizeeum also partnered with MTN to provide free wifi at the local bars to enable them share their experience via social media. 

Using geo-targeting technology, we were able to geofence over 200 different bars across Ghana. Guinness consumers, within 3km of a bar, were targeted with a customised ad, inviting them into the nearest bar to enjoy an ice-cold Guinness through our booster promotion of the Osagyefo limited edition bottles. The invitation was linked to a map with directions guiding consumers to the bar closest to them. Consumers arrived to a bar filled with Guinness celebrations and special deals.

Selected venues were fitted with wi-fi hotspots, so we not only brought the buzz but also provided free 4G internet to everyone involved! Supported by localised Always On awareness messaging on Facebook and live reads on carefully selected local radio stations, the campaign achieved high reach figures and got the whole country talking!

Facebook was used to reach our audience in proximity to bars. Regional Radio complemented the Facebook component to drive broad reach.

The creative was simple yet effective, showcasing and placing emphasis on the limited-edition Osagyefo bottles, informing consumers on the nearest bar offering the promotion and providing them with directions.

Results

• 2.3 million people over 18 years old were reached.
• Brand equity, spontaneous awareness and dynamism scores all increased during the campaign.
• The uplift in sales during the promotion was 46% higher in bars that were geo-targeted with Facebook Ads.
• The campaign contributed to increase in sales of 103% YoY for April compared to 2016
• 350 000+ Social engagements and 3.4 frequency

2017 Awards Won

Assegai awards | Leader Awards | Mobile Marketing: Interactive (Display, Games, Banner ad, Mobi Sites)

Assegai awards | Leader Awards | Social Media (Social Media Platforms)