Guinness Malaysia has collaborated with Visual Retale on its latest beverage debut, Guinness Bright which is available only in Malaysia. The two leveraged the agency’s 3D projections at selected 24 pubs outlets nationwide to target primarily the younger audience.
Guinness Bright was developed in partnership between brewers at Heineken Malaysia and Guinness’ Open Gate Brewery in Dublin, and is exclusive to the Malaysia market. The new beer is said to taste like “a smooth and fresh stout infused with invigorating coffee, ginger, and lemongrass extracts” and a “stout, as you’ve never seen it before.”
Since last week, 3D media out-of-home specialist Visual Retale has been busy putting up its 3D projections in selected pubs (check out the link below), and the whole project is expected to be completed by end of this week for all 24 pubs.
These participating outlets nationwide include Remedy Plus at Scott Garden, Bangsar’s Jiro, Puchong’s Soul Liquid and 32 Bistro, The Social at Electric Boulevard TREC, Sunway Mentari’s 3 Stooges, Owl Café Kuantan, The Shore Company Kuching and History Bistroz Ipoh.
Nick Larkworthy, marketing manager of Guinness and Diageo brands said the “engaging and innovative” promises a fun experience to its customers when they visit the outlets.
“It generates buzz and conversations as this medium creates a 3D branding experience at our key pub outlets. It’s a brilliant idea to combine soft branding and funky technology at its finest form to our audience,” he said.
In an exclusive conversation with A+M, Sailendra Kanagasundram, CEO of Visual Retale said:
This campaign can be eventually used as a captive media platform for Guinness to communicate with its growing customer base.
The solution enables it to geo-target content, with customised projection playlists at each outlet, said Kanagasundram.