Winter's Guinness: Brewing Success Down Under

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Discover how Guinness became the go-to winter brew in Australia, blending innovation, data, and creativity to warm hearts and lift spirits.

Setting the Stage: Embracing Winter Down Under

In the frosty embrace of Australian winters, where clear skies give way to crisp, chilly nights, there's a brew that has steadily warmed its way into the hearts of beer enthusiasts: Guinness. While summer may traditionally steal the spotlight for beer sales Down Under, Guinness embarked on a bold mission in 2023 to become the quintessential beer of winter, and they succeeded spectacularly.

Crafting the Campaign: The Guinness Brewery of Meteorology

Guinness recognized that amidst the clamor for light lagers and easy-drinking brews during summer, there lay a niche waiting to be filled – a niche where the rich, dark, and comforting character of Guinness could shine. Thus began the journey to establish winter as Guinness season in Australia.

Strategy in Motion: Leveraging Technology and Data

The Guinness Brewery of Meteorology campaign was born out of this vision, strategically aligning the optimal temperature for enjoying a Guinness with the plummeting mercury levels of Australian winters. The challenge was to create a new occasion for Aussies to reach for a pint of Guinness, positioning it as the perfect antidote to the cold, windy evenings that define winter Down Under.

Executing with Precision: The Power of Programmatic OOH

To achieve this, Guinness teamed up with media agency UM, performance agency Kinesso, and programmatic out-of-home (OOH) technology leader Vistar Media. Their strategy was to leverage the power of programmatic OOH to deliver targeted messages to males over 18, specifically those in close proximity to pubs serving Guinness.

Measuring Success: Data-Driven Insights

But what truly set this campaign apart was its meticulous measurement methodology. Lifesight, in collaboration with UM, Kinesso, and Vistar Media, accurately tracked and measured campaign results using footfall attribution. The data revealed an impressive visit uplift of 14.7%, translating to over 1.2 million pub visitations across the five metro capital cities.

Conclusion: Elevating the Brand Presence

In conclusion, the Guinness Brewery of Meteorology campaign stands as a testament to the transformative potential of OOH advertising. By seamlessly blending creativity, technology, data, and measurement, Guinness not only elevated its brand presence but also drove tangible business growth. As winter rolls around each year, one thing is certain – Down Under, Guinness isn't just a stout; it's the beer of the season.

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