Guinness Six Nations 2019

Challenge: Guinness was losing brand recognition with rugby to competitors like Heineken. So, in 2019 they became title partner of The Six Nations. Our challenge was to activate the sponsorship across multiple touch points beyond the TVC to ensure Guinness was the most talked about and shared brand during the championship while driving volume. Idea: We delivered an extensive, two month, sustained, cross-platform attack utilising innovative paid social media formats and partnerships that expanded the TV into social as well as telling new, reactive stories under the ‘Made Of More’ banner. Highlights: Exceeded all previous social ad engagement records for Guinness and wider Diageo brands, awarded best in class for use of Facebook ads and retained as lead agency to activate the sponsorship in 2020 without need for a TVC. More here: https://www.krmzo.com/guinness-six-nations-2019