The Heineken Malaysia and Sambal Lab teams receiving the award for House of Guinness campaign.
GUINNESS Malaysia’s immersive and experiential ‘House of Guinness: Discover the Innovation of Guinness Draught in a Can’ brought home three awards from Advertising & Marketing’s (A+M) Marketing Excellence Awards Malaysia 2022.
Guinness Malaysia was lauded in three categories – Excellence in Marketing Transformation (silver), Excellence in Launch/Re-launch Marketing (silver) and Excellence in Customer Engagement (bronze) – at the event which was held in Hilton Kuala Lumpur.
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 in forging a relationship between GDIC and Gen Z, the demographic crucial for accelerating future growth.
Heineken Malaysia Bhd marketing director Willemijn Sneep said they were 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,” he said.
The House of Guinness was held over eight weeks, and welcomed 14,580 visitors, including media members, influencers and lovers of Guinness to learn about GDIC.
The recognition through these 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 GDIC allows the smooth and creamy taste of the world’s best stout to be enjoyed wherever they are,” said Guinness Malaysia marketing manager Shaun Lim.
House of Guinness was brought to life with the collaborative efforts of 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.
“This immersive education experience allowed them to understand what makes GDIC unique while firmly establishing Guinness as the world’s best stout,” said Sambal Lab’s founder Balreet Gill.
For details, visit 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.
Guinness Malaysia advocates responsible consumption and urges consumers to not drink and drive.
