The distinctive appearance of Guinesscharacterized by its dark color and dense texture, it can be one of the main barriers of the brand in certain markets. In China, for example, less than 0.1% of consumers have tried beer for these reasons. And to fight it, the brand has carried out a campaign of outdoor advertising that has become a Interactive experience.

“Guinness Street Studio”, Designed by the Creative Agency Fred & Farid Shanghai, He has transformed traditional external advertisements into both beer taps and content studies. “Instead of depending on traditional product photography, Guinness Street Studio gives consumers control, allowing them to elaborate their own perfect guinness”, Explain from the agency in a statement.

Guinness has integrated beer taps in digital exterior advertising supports of several busy streets of Shanghai. In them, consumers have been able to serve their own pint, while the screen projected In real time The process. Thanks to a camera located inside the tap, real plans of the product that have been accompanied by the signature of each user have been collected.

“Chinese consumers only trust what they can verify for themselves“, details Feng Huang, co -founder and executive creative director of Fred & Farid Shanghai.”The ‘Guinness Street Studio’ campaign connects the advertising of the brand with the reality of this market, creating authentic content from real consumption experiences“

The agency ensures that during the three days the campaign was activated More than 2,000 beers and another 100 hours of content were created through the different screens of the advertising supports. In addition, he had activations on both television and digital platforms and social networks.
In a second phase, the photos generated by users have continued to be shown on social networks and OOH supports of China, to expand the impact of the campaign, which has had Starcom media planning.

According to the agency, activation has generated an 85% increase in new Guinness consumers in the country, as well as an increase in sales of 110.2%
compared to the previous year. On the other hand, it has also impacted the digital searches of the brand, specifically 384% in Rednote and 136% in Tiktok. There has also been a 49% increase in brand searches into electronic commerce platforms.

“We have created, in essence, the biggest campaign of this type for a beer brand”Adds Feng Huang on the dimensions of the project.”What began as a sample delivery action has resulted in a phenomenon of content generated by the users themselves, which, long after the initial activation, continues to promote notoriety and sales“

In the development of the campaign, Fred & Farid Shanghai closely collaborated with the manufacturer’s marketing team AB Inbev, with whom Diageo maintains a Agreement for Guinness distribution In China. For its part, the agency David participated as a creative consultant, to perfect the campaign and amplify its impact throughout the activation cycle, and XMKT and Ideal agencies were responsible for execution.

“Guinness Street Studio” is the second phase of the campaign A “To Whole Universe” (“A complete universe”), the campaign launched in China last year. Also devised by the Fred & Farid Shanghai agency, the action proposed “a cosmic visual odyssey that highlighted the 200 million nitrogen bubbles that are generated in each beer spill.”

Guinness communicated it with a spot of 119.5 seconds, the time needed to serve a perfect pint, according to the brand. The footage was looking for Visual pleasureconnecting the immensity of space with the texture, color and movement of the drink. The campaign had activations in digital channels and outdoor advertising, and, with graphic adaptations that served to celebrate an exhibition in Shanghai.