Marketing Featured Southeast Asia

How Guinness Malaysia’s recent brand activation leveraged immersive brand experiences to customers

Kuala Lumpur, Malaysia – Popular beer brand Guinness in Malaysia has recently concluded its recent brand activation called ‘House of Guinness’ where it invited customer to a brand-oriented immersive experience related to the process and story of the Guinness beer. The campaign was first launched in July this year.

The first leg of the activation was ‘The Widget is the Key’, where customers had to grab the right widget in a blower room. This is where the nitrogen widget – a white plastic ball filled with nitrogen gas inside each Guinness Draught in a Can – came to play.

The second part was ‘Activate the Widget’ – a highly Instagrammable mission – evoking the magic of their product with a light show representing the widgets and nitrogen. Lastly, the ‘Release the Nitrogen’ mission saw fans stepping into a giant Guinness Draught in a Can. Within the can, they had to release the nitrogen to experience the iconic surge and settle that gives Guinness its cold, creamy head.

The one-of-a-kind event introduced Guinness Draught in a Can into the Malaysian market, in a fully immersive and experiential way. Lovers of the brew got to discover the magical innovation behind the latest entrant of the Heineken Malaysia Berhad portfolio, all the while taking their usual drinking experience to the next level.

In the span of eight weeks, the House of Guinness saw a total of 14,580 visitors, including members of the media, influencers, and lovers of Guinness coming together to celebrate and welcome the brew into the Malaysian market. Their attendance has set Guinness Malaysia on fire across various social media platforms, with a total of 6.6 million reach. The campaign’s PR efforts also garnered earned media coverage with a score of 97% on the Media Quality Index (MQI), and 77 million PR impressions to date.

Shaun Lim, marketing manager at Guinness Malaysia, said, “We invited Guinness lovers as well as new drinkers to immerse themselves in the House of Guinness with its unique experiences. Through this call to adventure, fans learned about Guinness Draught in a Can in a playful way, and visually got a taste of why this product is so innovative. The experience was curated to resonate with the passion points of Millennials and Gen-Z of legal drinking age. The amazing response and turnout are a testament to the brand’s ambition.”

The immersive experience was done in collaboration with Sambal Lab, who was the key driver for the concept, strategy, design and build, creatives, and implementation of the House of Guinness, the brand was able to introduce Guinness Draught in a Can to the Malaysian market in a disruptive way.

Marketing Featured ANZ

Traffik wraps up brand activations at 2022 Australian Open

Melbourne, Australia – Activation agency Traffik has recently concluded three brand experience activations during the anticipated 2022 Australian Open tennis tournament. Said tournament is the beginning of Traffik’s work for the year, with brands responding to consumer’s pent up demand for real-life experiences.

The agency continued its work with global alcohol beverage company Diageo to bring to life the newly formed partnership between the Australian Open and Gordon’s Gin, with multiple bars built across the Melbourne and Olympic Park site plus halo activities to activate “Shall We Saturday”. 

In addition, the partnership enabled Gordon’s Gin to hero key flavours Premium Pink, Mediterranean Orange and Sicilian Lemon in addition to their new Alcohol-Free product and classic Gordon’s London Dry.

Traffik also secured two new global clients for the 2022 tournament, Rolex and Dunlop.

Through the new clientele, the agency worked in collaboration with Hype Workshop in building the Rolex VIP hospitality suite for their guests, retailers and senior executives, with the partnership showcasing world-class hospitality to local retailers and allowing their guests to get as close to the action as possible on Rod Laver Arena.

Lastly, sports brand Dunlop, which is the official tennis ball during the tournament, had a small but popular photo activation on-site to engage fans and provide them with a unique photographic moment to commemorate their time at Melbourne Park.

Mark Edney, head of sponsorship at Traffik, said, “It’s been a wonderful year for our team at the Australian Open. Our partnership with Diageo continues to strengthen, and the learnings from this event will further enhance how the brand leverages the partnership in 2023.”

He added, “It was also a pleasure to bring Rolex and Dunlop to the Traffik family. Rolex identified Traffik as having the strong internal relationships with Tennis Australia that unlocks opportunities and enables Hype to produce their best work. As an agency, we don’t always have to play a lead role. At times, our strongest contribution is to unlock opportunities for others to deliver outstanding work. This year highlighted the technical production and project management capabilities of our team and our ability to deliver different client experiences.”