We needed to cost effectively recruit at least 15% of total high value drinkers into a database – despite real price increase of 30% and Malaysia being a semi dark market (no tv, radio and outdoor advertising is allowed). The CRM program had to build brand affinity through on-going dialogues, rewards and recognition that create a sense of belonging among members.

Understanding the insight that the Guinness man is deeply rooted in his Chinese heritage, all communications reflect Chinese traditions and auspicious greetings. Each piece was meticulously crafted to stand out amidst clutter and leave the Guinness member with a lasting impression.