JCDecaux helps Guinness pot the black

Singapore - As part of its first-time sponsorship of the regional 9 Ball Tour 2007, Guinness has launched a four week long campaign on the JCDecaux network to make known that it is the official brand for the regional tournament.

Guinness transformed the roof of a bus shelter on Orchard Road, into a pool table with a giant sized player leaning over the table and posing with cue in hand, about to take shot.

"With a simple yet clever play up using a giant-size man towering over the bus shelter to mimic a Pool tournament scene, this creative will grab any passers-by attention with awe in the midst of all the happenings in bustling Orchard Road," Elise Yan, marketing and research executive for JCDecaux Singapore said.

Media planning and negotiations were handled by Mindshare Singapore while the creative was done by Saatchi & Saatchi. In a statement, marketing manager for Asia Pacific Breweries Singapore, John Galvin said "Guinness is activating a full through the line campaign from TV to print" which would "help further reinforce the relevance of Guinness to our Singapore consumers".

The 9 Ball Tour 2007 comes to Singapore on 13 to 15 July 2007.