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Guinness BTL Activation Strategy

The Guinness brand is seeking proposals from a BTL activation agency to embed recent brand campaign messaging into specialized activations that showcase a deep understanding of regional nuances. The agency is tasked with creating branding elements, design materials, and a logo for a new football engagement program. The target consumers are men and women of legal drinking age. The insight is that Guinness is for strong, bold people who need something to keep them going at important moments. The single benefit is that Guinness makes you a worthy black person whose black shines brightest. The agency must immerse consumers in the brand world through BTL events and micro-influencers while meeting reach, opinion leader recruitment, and awareness growth KPIs by the

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106 views3 pages

Guinness BTL Activation Strategy

The Guinness brand is seeking proposals from a BTL activation agency to embed recent brand campaign messaging into specialized activations that showcase a deep understanding of regional nuances. The agency is tasked with creating branding elements, design materials, and a logo for a new football engagement program. The target consumers are men and women of legal drinking age. The insight is that Guinness is for strong, bold people who need something to keep them going at important moments. The single benefit is that Guinness makes you a worthy black person whose black shines brightest. The agency must immerse consumers in the brand world through BTL events and micro-influencers while meeting reach, opinion leader recruitment, and awareness growth KPIs by the

Uploaded by

udumohetete
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Date

22.05.22
Brand
Guinness
CREATIVE DESIGN BRIEF

Why have we issued this Brief?


Background The brand marketing team continue to churn out great body of work in their brand campaign ads year in year out.
While it is not in contention how much reach, resonance and impact the conventional traditional and digital media
mix will deliver for these ads, there is still an untapped opportunity in exploiting the unconventional media touch -
points.

To actively enlist more the word of mouth (WOM) and dial up net promoter scores (NPS) for our brands, we have
to be more deliberate in how we embed the messaging across these ads and immerse consumers in the world of the
brands through specialized BTL activations.

Hence this is a pitch brief to the BTL activation agency to share proposals for embedding some of the recent brand
campaigns in a way that shows deep understanding of regional nuances, community rituals and emerging local
trends shaping consumer behaviours per location.

What needs to change as a result?


Must Win Battles
Jobs to be done:

- Create specific OOH branding elements including:


 HORECA branding, (in-bar posters that resonate at point of consumption)
 Merchandise branding (T-shirt, cork openers, wrist band and other items)
- Create design materials for Digital OOH to be deployed on Billboard (prominent display of bottle, 2
options)
Objectives - Create design materials for static OOH to be deployed on billboard (prominent display of celebrity and
bottles)
- Create design materials that resonate Black shines brightest for digital media use i.e., Instagram, Twitter,
LinkedIn.
- The brand is consciously moving into streets with a football program known as STREETS CAN PLAY.
The brand will have people from specific areas take part in football contests across the southeast
subregion. You are required to:
 Create a logo for this engagement/activation while maintaining brand visibility (using logo elements)
 Propose logo dos and don’ts for this new logo

With whom does the change need to happen?


Target consumer Volume Target
description  Men and women, legal drinking age

What is the underlying need of the target, which will provoke the desired change?
Validated target Brand Consumer Insight (See BIAB in Appendix)
consumer insight Guinness – Black is Strong and Bold. Guinness is the brand for strong people who need something to keep them
going at very interesting and important moments
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Date
22.05.22
Brand
Guinness
CREATIVE DESIGN BRIEF

What will we offer to answer the consumer need?


The single- Guinness – You are a worthy black person, your black shines brightest!
minded benefit to
communicate

When are the meaningful moments in which we can communicate our offer to the target audience?

Connection Touch points: Lead – Micro-influencers


moments Media Assets: BTL Events & Activations

STORYTELLING Team
Team Members  Brand Team:
 TM Team:

Accountabilities  NTMM:

Practical requirements & information


Responsibilities/ Responsibilities of BTL Activation Agency
Key performance  Immerse consumers in the world of the brands and embed campaign messaging real-time at scale
indicators  Recruit Opinion Leaders that will drive enhanced reach
 Create tailor-made campaign adaptation that dials up local nuances and beliefs
 Design activation model for leveraging WhatsApp group chats

BTL Activation Agency KPIs


 Reach 5 Million consumers exit Q4 2022
 Recruit 500 Opinion Leaders each for Guinness exit Q4 2022
 Achieve +25% growth in Communication Awareness exit Q4 2022

Execution
 Plan must reflect consistency in campaign messaging
mandatory
 Plan must capture provision for handling IP rights
 Tone of voice must be witty, street and lighthearted
 Content must appeal to the aspirations of a broad target audience

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Date
22.05.22
Brand
Guinness
CREATIVE DESIGN BRIEF

ACTIVITY
ACTION TIMELINE

Appendixes
 BIAB

Appendixes

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