KES worth of PR achieved
About the campaign
This promotion together with OPTA data integration data and high-tech software, was a first in Africa, pushing OOH innovation to the next level, and associating Guinness with football in an impactful way.
Other agencies involved: Carat Kenya, Hey Human and Carberry
Guinness has been associated with football across Africa for decades. To elevate this, Guinness teamed up with Man United legend, Rio Ferdinand. We co-developed a unique football concept in market, aimed at celebrating talent, our favourite pastime and Guinness!
Introducing, Guinness Night Football - Football like you’ve never seen before.
A vibrant, and intense experience, echoing the brands spirit, with heart-thumping action, five-a-side football between Kenya, Ghana, Nigeria and Uganda at a Pan-African finale in Lagos, Nigeria – all produced under incredible UV lighting and mind-bending projections.
We partnered with Africa’s biggest, most loved Football platform, Goal.com, to maximise reach, produce bespoke content and further entrench our Football association on the continent.
The Kenyan part of the campaign and search for players, kicked off in October. A series of Night Football events across the country, gave fans the chance to compete and win a coveted spot on the five-a-side team, that would compete at the final.
Two weeks before the Pan-African final kicked off, Guinness upped the stakes in Kenya, giving fans an unexpected opportunity to win a ticket to Lagos, joining the Kenyan team at the Night Football finale with Rio Ferdinand.
But it wasn’t going to be easy…
We took this event to the next level by sourcing global OPTA data through our partner, Goal.com/DAZN. This data source has almost every premier global football move ever made mapped out in GPS like accuracy.
Taking this, Guinness mapped the path of each goal onto a projected pitch and indestructible goal screen for fans to try re-creating these legendary goals in front of all, at Greenspot Bar along Kamakis, Nairobi.
The digital goal screen could record to the millimetre where the ball hit – making for a nail-biting competition for fans brave enough to test their skills.
The final round got fans recreating a world class penalty shot from our Guinness ambassador, Rio Ferdinand, with only one eventual winner.
DENTSU CREATIVE SA: 1st For Women Safety
DENTSU CREATIVE was briefed to entrench 1st for Women's “fearless” positioning and developed a campaign that highlights how FFW is the only insurance brand that fights for women’s safety. Becaus...
iProspect SA: MultiChoice teams up with Udemy
In a move to empower customers across the continent with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online le...
iProspect SA: The SuperSport App Experience
iProspect was tasked to launch the impressive SuperSport app experience to eagerly awaiting African audiences. They embarked on a launch strategy to target their key regions of South Africa, Nig...
Red Star SA: SOL - Taste the Sun
After Sol launched the Sun as their ‘brand ambassador’, digital out-of-home creative was updated in real-time with appropriate brand messaging, triggered by key weather changes.
iProspect SA: You Belong; The Fragrance by Brutal Fruit
This is a story of differentiation, to showcase Brutal Fruit as a brand of distinction, by delivering deeper brand meaning & value.
Brutal Fruit chose to dial up their sophistication ...
iProspect SA: Santam TV Integration into Kings of Joburg
Where Content and Technology powerfully intersect, this is where we connect.
In a first for South Africa, we plugged Santam into the critically acclaimed Netflix original TV series, crea...
Carat SA : Absa Snapchat Artificial Reality Game
A bespoke Snapchat game designed to demonstrate how Absa makes your money go further by teaching younger consumers the value of good banking practices.
Carat SA: NIVEA Perfect & Radiant #RoutineRoutine
NIVEA joined forces with award-winning musician, Sho Madjozi to create a truly interactive participation platform that created authentic, two-way communication between the brand and their younge...
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
DENTSU CREATIVE SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, DENTSU CREATIVE SA created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festi...
DENTSU CREATIVE SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
DENTSU CREATIVE SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
DENTSU CREATIVE SA: Wimpy Grill Up Fill Up Promotion
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emergin...
DENTSU CREATIVE SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
DENTSU CREATIVE SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign