CARAT & DIAGEO - SUCCESS ACROSS AFRICA

2015

ZA
A 3700 Minutes #MADEOFBLACK trended across markets.

CHALLENGE

 

– Re-launch Guinness across Africa – making it the beer of choice for a
new generation of African consumers.
– Create a head snap moment; disrupt in media in a way that only
Guinness can.
– Become more relevant to the Gen Y consumers and conquer the
minds of our core and loyal consumers to engage with them on a
deeper level.


But ultimately, how do we get CREDIBLE SCALE to reach 50M
CONSUMERS across AFRICA?

APPROACH


Launch Made of Black with a BANG.


Our media needed to be unashamedly bold and disruptive - both in
execution and Scale - MEDIA WITH ATTITUDE. And we needed to be
COLLABORATIVE in our media behaviour and communication approach.
Leverage off relevant a MEDIA OWNER that we know our consumers have
affinity with and from a Pan-African perspective can help DELIVER SCALE,
RELEVANCE AND CREDIBILITY.


To launch Made of Black we needed to find a partner that could help
create a campaign that was like nothing Africa had ever seen before,
something that did not TELL you what Black is, but made you FEEL what
Black is.


We needed a partner that would allow Guinness to celebrate those with
a shared confidence and self-belief and reinforce the idea that Black had
nothing to do with colour. Black is an attitude, a state of mind, a selfconfidence
and a creative spirit.

THE INTEGRATED APPROACH


GUINNESS & MTV BASE TAKEOVER
A pan-Africa partnership running in three key phases: tease, launch and engage. Amplified locally to drive impact and scale.


Tease:
We leveraged influencers and social channels to create intrigue around the launch and drive viewing appointment.


Launch:
The campaign launched with a massive takeover of MTV Base for 4 hours on launch day. MTV Base allowed us to leverage their established and credible presence across key markets and reach Gen Y consumers in a relevant environment. By collaborating closely with MTV Base we ensured that we weren’t talking AT our target audience but WITH them – media became the message.


Engage:
The partnership culminated in Hour Black - a custom show featuring talent from across the continent in the form of musicians, dancers, bloggers… and our favourite consumer “selfies” which embodied the MADE OF BLACK spirit.


The grand finale was “BLACK COMMANDO”, a collaborative MTV Base produced track featuring Fuse ODG, Olamide and Stanley Enow and showcasing 2 amateur lyricists, who were inspired by the campaign. All of this was underpinned by an 8 week local media plan to help drive
impact and scale. 

A 3700 Minutes #MADEOFBLACK trended across markets.
w 17 500 “SELFIE” submissions which involved consumers uploading a photo or video of themselves explaining what made them “made of black”
v 70 Million Overall Campaign Reach
v 21.5 Million Views alone through MTV partnership.
Loeries

Loeries

Silver 2015

Integrated Campaign FMCG & Branded Content video

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