Marketing Challenge
With the launch of Guinness’ newest product, the Guinness Nitro Cold Brew Coffee Beer, Diageo Canada was looking to generate brand relevancy, product awareness and purchase consideration. The ask of VIBRANT was to create a platform to educate consumers, showcase the brand’s history and bring something unique to the downtown Toronto core.
Solution
VIBRANT developed and delivered a neighbourhood focused pop-up café. Lasting just over a week, this space was comprised of multiple engagement zones from brand education, product knowledge, product trial and limited merchandise for purchsase direct from St. James Gate in Dublin.
The café was instantly recognizable as VIBRANT commissioned a local artist to spraypaint a Guinness brand mural on the side of the building and displayed for the week this café was open.
Once inside, guests were welcomed by the aroma of roasted coffee beans, the sight of key Guinness branding and the knowledge of product innovation stories related to product itself, all within a thoughtfully designed space.
Results
A highly successful activation overachieved on all pre-aligned metrics, including the average dwell time guests spent within the space.
Experiential Metrics
• 15k+ Consumer Engagements Lasting More Than Four (4) Minutes.
• 5.5k+ Product Samples Distributed
• 10+ min Average Consumer Dwell Time
Media Metrics
• 14.7M OOH Impressions
• 1.2M Social Accounts Reached Online (via @GuinnessCA)
• 4.5M Earned Social Media Reach Through Influencers
• 10k+ Social Accounts Engaged (+737% MoM)
• 1k+ New Social Followers