Guinness iAd – more Life in the Dark
Diageo Great Britain (GB) is launching its first iAd for its Guinness® brand, inviting viewers to discover ‘more life in the dark’. The campaign aims to equip consumers with the necessary tools and inspiration to help them enjoy a great night out. Part of a larger multi-platform digital campaign ‘There’s More Life in the Dark’, the iAd opens with the narrator promising to show you where the best nights out are happening. The ad is then split into the four sections ‘pubs, gigs, comedy and sports’, each inspiring viewers to find great nearby events and venues using the iPhone’s location based functionality.
The gigs section starts with a fun way of helping users get served without having to shout above the noise at a gig. An interactive dial allows the user to choose how many friends they want to buy a Guinness for, 1,2,3 or 4. They can then save the image ‘x pints of Guinness please! to their iPhone and show it at the bar to place an order. The ad then goes on to employ the iPhone’s location functionality to find gigs that are taking place over the coming days in the viewer’s area.
As well as finding gigs, users can select the various tabs to find quality pubs, comedy nights and venues for Sky 3d sports matches. The final tab allows consumers to sign up to Guinness communications, where they can keep up to date with brand promotions.
The iAd campaign, created by Tullo Marshall Warren (TMW) and built by Apple, aims to drive brand awareness amongst consumers and grow the brand’s customer database. As well as being served through the iTunes network, TMW are producing an accompanying video to demonstrate how to engage with the ad.
The Guinness iAd was developed at TMW, London, by executive creative director Gareth James, creative director Jeff Bowerman, project director Tariq Khan, copywriter Alex King, designer Luke Clark, motion designer Mark Brunt.
Film was produced at RSA Films.