A Study On Guinness Greatness Campaign Management Essay

Guinness is a really outstanding history that has been handled by the best advertisement bureaus in the advertisement industry like Ogilvy & A ; Mather, J Walter Thomson and SH Benson amongst others. They have in their different ways contributed to the production and advertisement of the assorted runs for the Guinness history that have been really capturing prosecuting and successful in their ain different ways.

‘Guinness foremost started advertisement in 1928, utilizing the simple slogan ‘Guinness is good for you ‘ … ‘Guinness is good for you ‘ remained the dominant subject of Guinness advertisement for the following 40 old ages with celebrated creative persons and authors like John Gilroy, Rex Whistler, Hoffnung, Bateman and Dorothy L Sayers lending words and images. The visual aspect of commercial Television in 1955 demanded a more sophisticated attack to advertisement, which started with an alive version of the Gilroy commercials.

By 1969, Guinness advertisement was a series of strikingly simple wireless and Television commercials, including the speaking toucan reenforcing the merchandise ‘s singularity. After the Toucan advertizements, Allen Brady and Marsh produced the ‘Guinnless ‘ run

which foremost appeared in 1983. Within three months the Guinnless run had achieved 87 % consciousness amongst all grownups. ‘ ( PR NEWSWIRE EUROPE LIMITED 2009 )

“Amongst the trade name ‘s advertisement runs and good known ticket lines are the creative person John Gilroy ‘s menagerie of animate beings, including the popular Toucan, Sea Lion and Ostrich characters, the 1930 ‘s ‘GUINNESS for Strength ‘ adverts, ‘My Goodness My Guinness ‘ ( 1935 ) , Pure Genius

( 1985 ) , ‘Good Things Come To Those Who Wait, ‘Guinness is Good for You ‘ , ‘Not Everything in Black And White Makes Sense ‘ and ‘It ‘s Alive Inside ‘ . As the Guinness Company expanded into new markets, enormously successful advertisement runs besides reached out to new consumers such as with the ‘Brilliant ‘ run in the US and the ‘Michael Power ‘ run in Africa” ( Ivan,2009 ) .

Guinness in Africa

Guinness is associated with an Africa bird called the Toucan, it is a Global trade name that was set up in Ireland and has found its manner into the African market and can be rated as one of the taking beer trade names in Africa. However, Guinness has a long history with Africa which is merely known by a few people.

‘The following timeline lineations Guinness ‘ history in Africa:

1827: Guinness Foreign Extra Stout foremost sold in Africa ( Sierra Leone ) . Foreign Extra Stout still represents the bulk of Guinness sold in Africa with gross revenues 50 per centum stronger than Draught Guinness.

1962: Guinness foremost brewed in Africa ( Nigeria ) . As Mark Griffith studies in “ Guinness is Guinness ” this means that, “ In Nigeria, Guinness is Nigerian ; merely seek stating them otherwise. For a start, it ‘s brewed at that place by Nigerians, and has been for decennaries. ” And Guinness in Nigeria gustatory sensations different. Brewed with sorghum as opposed to barley, it has a acrimonious spirit loved by Nigerians ‘ ( The Global trade names, 2008 )

In 1999, Saatchi and Saatchi worldwide was faced with the duty to transform Guinness in Africa into a trade name that “enjoys trueness beyond reasons” from consumers in the words of Roberts, Kevin, CEO of Saatchi & A ; Saatchi Worldwide, quoted in Gibbons. For a trade name with a acrimonious gustatory sensation that is acquired overtime, this must hold proved to be a really hard undertaking.

The sale of Guinness in the African markets was nose diving and the end for Saatchi & A ; Saatchi ‘s was to make good communicating stuffs to publicize Guinness to the full Africa market to assist in accomplishing the company ‘s mark of duplicating the gross revenues of Guinness by the twelvemonth 2005.

In transporting out the undertaking, the Saatchi & A ; Saatchi squad decided to iconize the trade name and by making this they employed the services of an immature male histrion, a fictional character to star as “Michael Power ” , a hero of short escapades who by his creativeness and strong maleness helps in delivering himself and others from skulking dangers in any scenario he happens to happen himself. These instead remarkably long adverts running from three to five proceedingss long were aired both on telecasting and besides on the wireless.

As a consequence of the success of this peculiar run, other adverts were produced starring Michael power in instead different scenarios. Harmonizing to Obot and Akan as cited in the free encyclopaedia ( 2009 ) “his gimmick phrase “Guinness brings out the power in you” casts the beer in the same positive visible radiation as the strong, virile, exultant hero” .

The run was a success as it ran for a period of 10 old ages ; it helped in accomplishing the gross revenues end two old ages before clip and fostered trade name acknowledgment.

Following this immense and successful run, Guinness needed a new communicating stuff that will assist accomplish the purpose of local designation in Africa, to optimize incursion and distribution particularly in the urban section and therefore was to come up with a new thought. This new thought had to be bigger than the Michael Power run and every bit large as the Michael Power thought when it was launched.

Saatchi and Saatchi London, the advertisement bureau once more was saddled with this duty to pull off passage from the trade name embassador, trade name icon, coach/endorser to a new character, therefore the Guinness Greatness thought which was to reenforce committedness by deriving back affinity and popularity by leveraging on the trade name image.

‘Guinness is about Greatness and our long heritage, the consistent quality of our trade names and the imbibing experience that our consumers portion are all grounds of this impressive pedigree. ‘ ( Guinness Annual Report & A ; Financial Statements 2007 )

Harmonizing to Kevin Sugrue ( 2007 ) ,

‘The thought is besides rooted in a desire to construct frequence of experience, as there is a sense that the “Drop of Greatness” is non aspired to one time in a life-time, but is the sort of inspirational behaviour we all should make for mundane. What a nice manner to believe of promoting you to imbibe a bottle or two on a regular basis. ‘

Baker Magunda, the Uganda Breweries foreman as cited by Kevin Sugrue ( 2007 ) said: ‘Guinness has ever been about Greatness. The new run is merely a natural development of the Michael Power run, which has been with us for many old ages. It is clip to travel the run from being about the Greatness of one adult male, to being about the Greatness in every adult male. ‘

The Guinness Greatness run was a PAN African run that ran in six African states including Nigeria, Cameroon and Ghana aimed at carrying the public particularly Guinness consumers to do an attempt in accomplishing Greatness for themselves in their mundane life.

Harmonizing to a imperativeness release from Guinness, as cited in Joe Dinga Pefok, 2006, “ GREATNESS is a existent manner of life that promotes the intrinsic value of the person… but more than a simple selling run, the concern is utilizing GREATNESS as a new manner of working that allows us to observe all that is great, inspirational and alone in every adult male. ”

PROMOTION OF ‘GREATNESS ‘ IN NIGERIA

On the 1st of January 2007, the Guinness Greatness run teaser which was used to make a bombilation in the state was launched with wrap about on the front pages of all National dailies in Nigeria with ‘Greatness ‘ communicating.

Radio DJ ballyhoos and wireless runs, advancing ‘Greatness ‘ in every Nigerian was besides another path for the run teaser. Web and sms thrust were besides used to make wonder in the heads of the audience for the ‘Guinness Greatness ‘ run. These ran for a period of 10 yearss before the proper launch of the Greatness run. The teaser was used to sensitise the populace.

CAMPAIGN OBJECTIVES:

The chief aim of the run is to keep current trade name stalwarts known to Guinness as the “adorers” . To drive important displacements in attitude and use for Guinness across Africa in order to return the trade name to sustainable growing, specifically, to turn the figure of ‘adorers ‘ and portion of repertory amongst current admirers. The run sets out to reassure the consumers of Guinness Extra stout that they have made the right pick in fall ining the Guinness bandwagon. Even though they are cognizant of the fact that Guinness has a acrimonious gustatory sensation, imbibing a bottle or two a twenty-four hours will takes them a measure closer to their dream.

The advert plays on the mind of the consumers taking to set up the individuality of the trade name as the true trade name leader in the alcoholic drink class so that consumers see Guinness as a genuinely typical and great merchandise. The run besides aims at transfusing in the heads of the consumers that Guinness is a drink for every adult male with the potency for illustriousness. Put in other words, they want consumers to accept Guinness as a trade name for them.

TARGET AUDIENCE OF THE CAMPAIGN

The communicating stuff was really much in line with the mark audience as it captured every facet of their twenty-four hours to twenty-four hours activities. The advert communicates to their consumers as if on a 1 on one footing.

Target focal point for the run is preponderantly male Guinness drinkers, aged 25-34 who are at a critical phase in their maturity as they are determining their ain hereafters. They have great aspirations and increasing duties and they are confident, modern African work forces, who are in melody with today ‘s universe and take trade names that demonstrate this. They like to socialize and imbibe beer largely with their friends.

To understand the mark consumer better we have to look at them in footings of:

ATTITUDE – They are independent and self-assured and they aspire to be successful black function theoretical accounts in their ain state. They are Self-assured, Sociable, value friends and household.

LIFESTYLE – They are mature, in control and intelligent. They need to work hard to gain money and acquire on in life. They are Interested in the furnishings of richness ( e.g. autos, nomadic phones, etc. ) and it is really Important for them to supply for drawn-out household. These work forces extremely value friendly relationships and are either married, single or in relationship.

NEEDS AND MOTIVATION – Primary Motivation: Assurance. They want to be admired, seen as successful, strong, confident and masculine. Geting the best out of life is of extreme importance to them and they want to be able to voice their ain sentiments while projecting an aura of assurance. They want to be respected by equals and seniors, Comfortable with the opposite sex, and keeping webs and connexions. They are fashionable and want to be seen as such, modern-day and are ever in control and able to maintain their cool.

CONSUMER BEHAVIOUR – They drink at Bars, Club, Parties and Home chiefly during the weekend but for some, besides after a difficult twenty-four hours ‘s work. They drink with friends and co-workers. Most drink Guinness on occasion for functional grounds ( Health, Sex, and Strength )

Connection MOMENTS – They drink Guinness on the manner place after work, at the terminal of the hebdomad, networking meetings, particular occasions ( e.g. birthdays, occupation publicities, unmarried man darks, etc )

Relationship WITH THE BRAND – They see the trade name as a close friend and the leader of the group. Can be a spot overmastering for some people ( but they can manage it ) . Person they look up to for their strong character

MEDIA HABITS – They watch telecasting chiefly for intelligence and athleticss and read the documents daily to maintain up to day of the month particularly the concern subdivision. They buy foreign magazines to maintain abreast of tendencies and current personal businesss and claim non to be truly interested or stimulated by advertisement except when interesting, prosecuting or different. They are interested in out-of-door ads particularly those that related to them and their wants.

MEDIA MIX

The Guinness Greatness run ‘s incorporate attack required a combination of Television, Radio, Print, Web, Sms and Outdoor advertisement. The run gulped over three hundred million naira and over 60 % went into telecasting and the remainder spread over wireless, print, web and outdoor.

The lead medium for the run was telecasting and a 60 ‘ telecasting commercial ( which is the chief focal point of this analysis ) was produced which is the most efficient clip length to aerate a telecasting commercial. Print ads where more transcript led which merely emphasised more on the message of the run which is illustriousness in every adult male. Full page stuffs were used for all print ads. Depending on the location, outdoor required multiple sizes, including portrayal and landscape. The out-of-door stuffs were besides adapted to the different locations they were placed. Examples are transcripts like ”Allen Avenue, Greatness Avenue” , “Ikeja, place of Greatness” and “Lekki, Greatness in all its phases” amongst others. The wireless commercials were besides produced with efficient localization of function options as different linguistic communication and manner of assorted locations was taken into consideration.

Mode of Execution

This analysis is traveling to concentrate on the first executing of the run which is the telecasting commercial produced by Saatchi and Saatchi in South Africa and was labeled “Sky” . Making usage of a combination of strategic storytelling and piece of life advertisement, the commercial tells a narrative of how a immature adult male achieves illustriousness in the chase of his “dream” which was later realized through his staunchness and passion of going a pilot. Within a clip frame of one minute, the ad passes a message which is sometimes hard to explicate and can non normally be told in such a short clip. The chief character of the commercial that is really much in the same group as the mark audience is shown imbibing a glass of Guinness in the last scene of the commercial.

The plot line captures a immature individual adult male, about 35 old ages of age in the line of responsibility and in clip of leisure. It takes us through his start of the twenty-four hours demoing us his assorted activities through the class of the twenty-four hours. In the background, a storyteller who refers to “Udeme” , the chief character in the commercial as “my friend” Tells us about udeme ‘s dreams of going a pilot.

With much Zeal and finding, Udeme realizes his dream of going a pilot. He is shown presenting supplies and to the rural community who are happy and excited to see and listen to him. As He soars up in the skies, we see the natural resources of the location, the brown field and ample skies which depict the localisation and indigenization incorporated into the commercial to do it really African.

Very contented with his occupation and dedicated to what he does, Udeme is portrayed to be a friendly, sympathetic and down to earth adult male. His friends are proud of him and are happy to be associated with him. He ends the twenty-four hours as dark falls with friends, co-workers and villagers at the local saloon all basking a dream and several bottles of Guinness excess stout in a relaxed atmosphere while reflecting on the twenty-four hours ‘s activities.

CAMPAIGN MESSAGE

The chief message of the run is

“Greatness in every bottle” which translates to “a bead of illustriousness in everyman” All the communicating stuffs that were developed conveyed this message in different ways.

For the telecasting ads, the message was left till the terminal of the commercial unlike the hoarding and print ads that had the message boldly written in big fonts with the hoarding message being adapted to the features of different locations.

TACTICS OF CAMPAIGN

On the 1st January 2007, the run teaser in Nigeria started with wrap about on the front pages of all National dailies with the ‘Greatness ‘ communicating.

Radio DJ hyped the “Greatness” message using it to several classs of Nigerian. Radio jangles were besides aired on the wireless Stationss that the mark audience will be more than probably to tune to. Web and sms thrust were besides used to make consciousness for ‘Greatness ‘ .

This was to excite the consumer and to give them a feeling of expectancy as to what was coming next. The teaser ran for a period of 10 yearss before the proper launch of the run.

The Greatness run proper was launched on the 12th of January 2007, utilizing Television as its lead medium with a agenda mix of intelligence, life style and cordial reception programmes. The agenda incorporated premier clip belts on national and regional telecasting Stationss every bit good as other selected telecasting Stationss.

‘Following the launch of the ‘Greatness ‘ Campaign, a broad scope of activities supported the communicating. Some of these include a new Television commercial which has continued to have widespread indorsements from consumers and a world Television construct titled “Tales of Greatness” which ran hebdomadally on web telecasting throughout Nigeria. The programme celebrated illustriousness in consumers and encouraged them to foreground mundane experiences where

Greatness was demonstrated. The end was to animate other citizens to make within themselves and populate out their minutes of illustriousness in line with the run message: “There is a bead of Greatness in every man” ‘ ( Guinness Annual Report & A ; Financial Statements 2007 )

Outdoor was besides used to exhibit the Guinness trade name, its logo and different ‘Greatness” messages were placed in strategic locations all over the state.

The lead medium for the run was telecasting and a 60 ‘ telecasting commercial was produced which is the most efficient clip length to aerate a telecasting commercial. Print ads where largely full page ads with much focal point on the transcript. Depending on the location, outdoor required multiple sizes, including portrayal and landscape. The out-of-door stuffs were besides adapted to the different locations they were placed. Examples are transcripts like Allen Avenue, Greatness Avenue, Ikeja, place of illustriousness and Lekki, illustriousness in all its stages amongst others. The wireless commercials were besides produced with efficient localization of function options depending on the locations taken into considered.

PERSUASIVE TECHNIQUES

The Guinness Greatness run takes advantage of the trade name heritage and trade name image being a strong character and a leader in the alcoholic drink sector in Africa. Harmonizing to O’Shaughnessy ( 1995 ) , ‘the intent of advancing trade name image is to tie in the trade name with desirable qualities and give the trade name a typical, sympathetic, memorable individuality. The map of trade name image in the communicating mix is to supply an informational ground tackle that conceptualizes the trade name as being one which people like those in the mark audience would or should prefer ‘

In this run, the trade name is being associated with Greatness which every African adult male wants to be associated with. In this executing of the run, the chief character goes about his occupation with so much passion and is happy to present supplies to small towns and base on balls messages across to loved 1s. Peoples looked at him with so much regard and esteem as he went about his day-to-day activities. Udeme can make all these great things and still hold the clip to imbibe a glass of his favourite beer which means Guinness is non merely for the “alcoholics” but besides for the serious minded ; the Great.

The originative thought behind this is that it puts accent on aspirational hope and makes Udeme an aspirational character, he is “the mark audience” , he helps the mark self-categorize themselves, and he makes the mark desire to be better than where they are by playing on their phantasy.

THE PSYCHOANALYTICAL APPROACH

‘The psychoanalytical attack to persuasion is associated with the unconscious significances attached to merchandises so that the advertizer can plan entreaties that tap the most basic motives ‘ . ( O’Shaughnessy 1995 )

As stated earlier, Guinness is all about Greatness, a manner of life of the trade name and its consumers. Saatchi and Saatchi ‘s squad with an penetration into the mind of the Guinness admirers successfully develops an ad that allows the mark want to be in the same place as the chief character of the advert. Just like every typical African adult male, the Guinness drinker can non be restricted to the background, he wants to be the leader of his group, he wants to speak and he heard which is clearly displayed in this peculiar advert.

‘According to Harvard professor Harvey C Mansfield ( 2006 ) , as cited in MarketingWeb 2008, ‘ the receptivity of male audiences in East and West African markets to the menaissance on a selling forepart, the virtuousnesss of maleness were the originative push in Guinness ‘ “There ‘s a bead of Greatness in every man” run, conceived by Saatchi and Saatchi.

For African males, it ‘s besides approximately strength from within and male chumminess or actions of other males that inspire. The menaissance in Africa seems to be more rooted on rational maleness, and is based on virtuousnesss of bravery, doggedness, trueness and ingeniousness, ‘ remarks Graham Cruikshanks, Saatchi deputy MD as cited in MarketingWeb 2008.

Measure OF SUCCESS OF THE CAMPAIGN

‘Africa histories for about a 3rd of Diageo ‘s net gross revenues of beer globally and about half of entire beer volume. Guinness performed strongly in Africa this twelvemonth ( 2007 ) . Nigeria is now the 2nd best-selling market and the trade name grew systematically throughout most of the hub. In fact, five of Guinness ‘ top 10 markets were in Africa.

This growing was due in portion to the debut of a new advertisement and selling run called ‘Guinness Greatness ‘ . The run was more than merely advertisement, it was a doctrine that touched everyone. It was about observing mundane minutes of inspirational behaviour – the bead of illustriousness in each of us. The run was introduced in Ghana, Cameroon, Kenya and Nigeria ‘ . ( Diageo Annual Review 2007 )

It worked emotionally because of the humbleness and the naturalness of the executing. Every African adult male wanted to be referred to as ‘Udeme ‘ , who was the chief character in the commercial. African work forces want to be associated with strength, bravery, creativity which the advert tapes into and is one other ground that accounts for the advert being a success particularly with its male mark. After watching this advert work forces go into bars and when puting their orders inquire for an “Udeme” . As stated earlier Udeme is the name of the lead character in the advert but to the African adult male Udeme is a chilled bottle of stout. Friends besides refer to each other as ‘udeme ‘ and to this class of consumers ; Udeme to them is a friend.

Different significances were assimilated from the advert of which most were positive which helped in recognizing the purpose of the run.

Harmonizing to Karen Attwood ( 2007 ) … ‘Diageo has “ used the new medium of Television to make them ” . The Guinness Greatness run has the catchline: “ There ‘s a bead of illustriousness in every adult male… ” Diageo says there is n’t a peculiar consciousness that Guinness is an Irish drink across the continent. Alternatively, the run taps into a turning sense of cultural pride and assurance in Africa. Across Africa, Guinness volumes increased 13 per cent over the twelvemonth. In Nigeria, gross revenues increased 18 per cent, while across East Africa gross revenues jumped 32 per cent

In the first three months of the run, Guinness enjoyed leading in portion of voice with its advertizement in the media. More than 90 % of adverts on telecasting were from the beer industry with Guinness claiming near to 80 % as measured by the media monitoring service. Besides, the advertisement and transcript message callback amongst the mark audience was besides oh the high. Peoples enjoyed speaking about the advert, they enjoyed the thought as it was really different to what they had been exposed to for the last 10 old ages ( Michael Powers ) . And by the terminal of March 2007, Guinness Nigeria had gotten more than 500, 000 hits on their web site.

CRITICIZING THE CAMPAIGN

No affair how great and popular a run is at that place must ever be one or more critics to it.

Harmonizing to Chude 2007, mentioning to the Guinness Greatness advert, ‘the book is antic, but the message is wobbly ‘

Chude is confused as to why Udeme is a great adult male. ‘Is it because he wanted to be a pilot? If so, what is so great about that? The reply evidently lies in ‘there is a bead of illustriousness in every adult male ‘ , but in that instance, this ad did n’t make that message justness because it means so that even the storyteller himself is a “great man” ‘ .

So if there is a truth in the message so Udeme should non hold been singled out since every adult male is a ‘great adult male ‘ so clearly there is struggle between the message and the executing of the advert.

‘If this ad tells me Udeme is a great adult male because he is a pilot so what about attorneies, Surgeons, Journalists etc, so we might every bit good assume that Guinness is for pilots. Or possibly he ‘s a great adult male because he dreamt of being a pilot and finally became one?

Antic message, but that defeats the full consequence of the ‘greatness in every adult male ‘ transcript. Let me non inquire how soothing it is to see a pilot who evidently loves his bottle, and demonstrates that love on a day-to-day footing, what is the more of import issue is the fact that this ad contradicts its ain message all the manner: is Udeme a great adult male because he drinks beer or because he is a pilot? And what makes either of that good plenty for his friend to wax so poetic about him? ‘ Chude, 2007

Decision

The Guinness illustriousness run in all was a success in Africa as a whole. The run message which makes usage of Metaphor which by and large is normally hard to understand was really good understood in the African market.

The audience did more than understand the message ; they besides keyed into it and coined their ain significances to the message of the advert, all working positively for the Instigators of the run.

For the African adult male, this advert relates to them in topographic points where the Godheads of the advert least expect ; to the African adult male, it is a clear cut instance of victory of hardship as this has ever been the instance with Africans.

Mentions

“This Guinness advertisement instance survey shows how a run tapped into the thought of traditional masculine virtues” Marketing web: unity, invention, interaction, 11th Sep. 2008

hypertext transfer protocol: //www.marketingweb.co.za/marketingweb/view/marketingweb/en/page72308? oid=111314 & A ; sn=Marketingweb+detail ( day of the month assessed 10th Dec 2009 )

Chude “Of Great Parties and Great Men” 24th may 2007

hypertext transfer protocol: //chudesblog.blogspot.com/2007/05/of-great-parties-and-great-men.html ( assessed 9th Dec 2009 )

“Guinness comes to those who ‘ve waited” Pr Newswire Europe Limited, 2009 hypertext transfer protocol: //www.prnewswire.co.uk/cgi/news/release? id=21223 ( assessed 12th Dec 2009 )

“Guinness in Africa” The planetary trade name, Millward brown, 2008

hypertext transfer protocol: //www.theglobalbrandonline.com/brand-success/brands-grow-over-time/guinness/ ( assessed 9th Dec. 2009 )

Ivan, ”Guinness honored with eurobest ‘s first advertizer of the twelvemonth award” Ads of the universe, 27 Oct. 2009

hypertext transfer protocol: //resources.glos.ac.uk/shareddata/dms/9F4295CDBCD42A0399BA0A2A6E688835.pdf ( assessed 9th Dec. 2009 )

Joe Dinga Pefok “Campaign for Guinness GREATNESS Brand Launched” up Station Mountain nine Publicity, 22nd Dec. 2006

hypertext transfer protocol: //www.postnewsline.com/2006/12/publicity_campa.html ( assessed 6th Dec. 2009 )

Kevin Sugrue “Out of Africa” trade name Tao, 24th April 2007

hypertext transfer protocol: //brandtao.wordpress.com/2007/04/24/out-of-africa/

Karen Attwood”Guinness gross revenues in Nigeria prove greater than in its Irish home” The Independent 31st August 2007

hypertext transfer protocol: //www.independent.co.uk/news/business/news/guinness-sales-in-nigeria-prove-greater-than-in-its-irish-home-463715.html ( assessed 9th Dec 2009 )

“Michael Power” Wikipedia – The free encyclopaedia, 7 Sep. 2009

hypertext transfer protocol: //en.wikipedia.org/wiki/Michael_Power_ ( advert ) ( assessed 8th Dec.2009 )

O’Shaughnessy, John “competitive selling: a strategic approach” NY and London: Routledge, 1995

O’Shaughnessy J. and O’Shaughnessy N. “persuasion In Advertising” NY and London: Routledge, 2004.