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| CLIENT |
Guinness |
| SERVICE |
Online Advertising, Design |
| TERRITORY |
ny |
| OFFICE |
New York |
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| The Challenge |
Amongst hundreds of thousands of licensed accounts in Tokyo, only a small percentage serves Guinness. Along with this the street address system in Japan is extremely complicated, and places notoriously hard to find.
doeprofero was briefed to investigate how to both increase the awareness of Guinness and look at using technology available to direct potential consumers to the Guinness serving accounts.
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| The Solution |
Guinness Navi allowed users with the click of just one button (no application download required), to receive instant information on where they were and what pubs were close to them once entering the site.
Through simply interacting with the map itself, users can click on pubs of their choice or reposition the map to any location in Tokyo from a simple drop down menu.
Using incentives to win a various prizes, a combination of using mobile media / search along with in-store touch points (coasters / t-shirts for bar staff / posters and table tents) were developed to promote the site in July 2007.
Setting the campaign entry deeper within the site made sure that users became familiar with the site.
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| Results |
The Guinness Navi mobile site achieved significantly higher access than the long established PC site once the campaign started.
Consumers became very interested in Guinness Navi with 96% passing through the initial gateway age check page and provided a strong acquisition of consumer data with over 70% of users opting in for more information.
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Guinness
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