Guinness Malaysia’s immersive and experiential ‘House of Guinness: Discover the Innovation of Guinness Draught in a Can’ has brought home three awards from the prestigious Advertising & Marketing’s (A+M) Marketing Excellence Awards Malaysia 2022 held at the Hilton Kuala Lumpur on 25th November.
Guinness Malaysia was recognised in three categories: Excellence in Marketing Transformation (Silver), Excellence in Launch/Re-launch Marketing (Silver), and Excellence in Customer Engagement (Bronze).
The campaign was recognised for taking the consumer experience to the next level by creating an immersive and experiential space to educate consumers about Guinness Draught in a Can (GDIC) which was introduced to the Malaysian market earlier this year. It was also lauded for its approach to forging a relationship between GDIC and Gen Z, the demographic crucial for accelerating future growth.
Willemijn Sneep, Marketing Director of Heineken Malaysia Berhad, said, “We are honoured to be recognised by A+M alongside other leading brands in Malaysia. We invested significant effort in designing a campaign that was effective not only in introducing Guinness fans to a new innovation but also in connecting new friends, especially Gen Zs, to the magical Guinness experience.”
The House of Guinness was held over eight weeks, and welcomed a total of 14,580 visitors, including members of the media, influencers, and lovers of Guinness to learn about the magic of GDIC. The recognition by these prestigious awards is a testament to the creative strength and effectiveness of the overall campaign.
“We leveraged consumer insights and experiences to create a truly unique campaign, delivering an immersive activation that allowed consumers to discover the magic of Guinness through mission-based experiences. Fans also learned serving rituals and how the GDIC innovation allows the smooth and creamy taste of the world’s best stout to be enjoyed wherever they are,” said Shaun Lim, Marketing Manager of Guinness Malaysia.
House of Guinness was brought to life with the collaborative effort from all stakeholders, including Sambal Lab, who was the key driver for the concept, strategy, design and build, creatives, and implementation to introduce the product to the Malaysian market.
“It was imperative to give Gen Zs not just a fun experience, but a memorable one as well. This immersive education experience allowed them to understand what makes GDIC unique while firmly establishing Guinness as the world’s best stout,” said Balreet Gill, Sambal Lab’s founder.
For more information about Guinness, head over to Guinness Malaysia’s social media pages at www.facebook.com/guinnessmalaysia and www.instagram.com/guinnessmy. Guinness and all related promotions and activities are strictly for non-Muslims aged 21 and above only. Guinness Malaysia advocates responsible consumption and urges consumers to not drink and drive.