A fully integrated campaign, aimed at the primary target, men 26-30, was developed to drive awareness of and participation in Arthurs Day. Media selection was heavily weighted towards outdoor, digital and TV, with Radio and Print to give the day a sense of occasion.

We created a strong outdoor presence which owned key Dublin locations, including countdown clocks and the largest concentration of mobile media to ever be used for one brand in Ireland to add to the sense of occasion. We drove innovation within print by using front and back pages that had previously never been given to commercial advertisers.

The run up to Arthurs Day lived online, with call to action reminders for the final push to pub. The Guinness 250 Ireland Facebook page had over 81,000 fans. Over a two week period 62, 746 virtual pints of Guinness were sent by people to their friends

Arthurs Day was a massive success, not only in sales volume, but also in mobilising the country to take part in something truly remarkable. The target is talking more about the brand, the day and report a resurgence in their interest and intent to try the product. Male awareness figures grew from 33% Dec 08 to 65% in June to 89% by Arthurs Day, in Dublin this figure was even higher at 94%! 16,008 people signed a Facebook petition to make Arthurs Day a National holiday and 92% of men would like to see the events repeated in the future.