Barman

Background

It’s a fact of life for most of us that, as we get older, we tend to get fewer and fewer birthday cards. Happily, GUINNESS remembers - and, each year, they send out a special birthday email to more than 160,000 members of their relationship marketing programme. As always, the aims of this campaign are completely altruistic: to wish the recipient a very happy birthday, and to make them feel that GUINNESS not just remembers this special day, but values them personally. If they can also help them organise a birthday pint in the pub with their chums, then that’s great too. And if they all happen to enjoy a pint of the fabled Black Stuff once there - well, who are they to argue?

Idea

Sorting out a suitable pub for your birthday celebrations, and letting your mates know about it, can often be a bit of a chore. This GUINNESS communication helps make it that little bit easier and more memorable. The birthday email arrives featuring an image of an inviting-looking pub, warm light streaming out through the windows, tempting GUINNESS signs on the wall. The question is simply: ‘Wouldn’t you rather be here on your birthday?’

On clicking through to the personal film, the birthday boy or girl enters the pub and pushes through to the bar. The landlord greets you by name, and informs you that he has a pint of the Black Stuff poured and ready in honour of your big day. Unfortunately, the pint glass clinks off the inside of the screen as he attempts to hand it to you. To make amends, he offers to ‘encourage those no good mates of yours to buy you a pint later’ instead. All you have to do is write down their names and email addresses, and the name of your chosen pub, and he’ll do the rest. Your mates then receive a virtual visit from the barman. Leaning in conspiratorially, he reminds them of your birthday, their duty to buy you a birthday pint, and where they can do this.

Results

To date, 51.6% of emails have been opened and of those, 86.11% have clicked through to view the personal video.

Target Audience

Members of the relationship marketing programme who have signed up to receive emails. Ages range from 18 to 80.

Size

164000

Our Thoughts

Any piece of physical or digital mailing that genuinely helps out its recipient when they obtain it is bound to be received well, as is the case with this Guinness piece. Effectively a kick up the backside for a birthday planner, the simple process involved in rounding up pals for a drink makes it a useful tool. Despite having acting that isn’t likely to bother Bafta, the charming style and matey attitude certainly appeals.