Guinness Class

Diageo gave the challenge to deliver a disruptive, breakthrough activity in the GB on-trade that wows target consumers and bar owners to shift habitual purchase behaviour and re-invigorate Guinness in the on trade with both consumers and customers seeing it as the must have beer to be seen with, whilst supporting

On Trade agenda of driving early evening footfall and providing unique in outlet experiences.

We created Guinness Class, an activity that deployed 42 teams throughout 10 cities across 1000 venues between 6-8 pm, be seen drinking a Guinness by one of the teams between 6 - 8pm and you have the chance to win the ultimate prize; a private jet that night with five friends to enjoy the home of Guinness - Dublin!

Results
42 teams
10 cites
1000 venues
10 weeks
50 lucky ‘Guinness Class’ winners
30% uplift in Guinness sales in targeted areas