Guinness 9-ball makes a comeback

Singapore - Guinness has launched a refreshed campaign based on last year's award-winning one to market its 9 Ball Tour which returns to Asia in July this year.

“Last year our advertising campaign and promotional activities were conceptualized to convey the spirit of ‘Greatness’ of the sport and tournament. Our heritage and quality as well as the drinking experience.  This year’s campaign further builds on this association through the revelation of the 'inner workings' of the sport. Every move made during a game of pool is inspired by an intriguing level of thought from the player," John Galvin, marketing manager for Guinness, APBS, said.

The creative concept, developed by Saatchi & Saatchi and based on the spirit of ‘Greatness', will first launch outdoors. Along Orchard Road, a bus shelter roof will be transformed into a giant pool table accompanied with super-sized pool balls. TV and print will also be used to maximise impact and awareness during the campaign period which spans from 2 April to 27 July.

"The ‘Greatness' of the Guinness 9 Ball tournament is being metaphorically represented using oversized executions," Jason Tan, regional associate brand director of Saatchi & Saatchi Singapore, said.

Media for the campaign was managed by MindShare Singapore while public relations was handled by APBS internally.

The ‘Guinness 9-Ball Tour' helped Saatchis win the ‘Advertising Agency of the Year', ‘Campaign of the Year' and ‘Cable TV Campaign of the Year' accolades at last year's Hall of Fame Awards.