Agency: Euro RSCG KLP
Client: Guinness
Witnness was a programme of events aimed at 18-24 year old Irish male rejecters of Guinness with the objective of changing their attitude to Guinness. The centre piece of the programme was a large music festival near Dublin. Over 80,000 people attended the festival over 2 days. Bands in 2002 included Oasis, Basement Jaxx, The Prodigy, Groove Armada and Foo Fighters.
I was the Project Manager on the re-development of witnness.com. The aims of the new site were to:
- Develop a permanent communications platform which allowed consumers to interact with Witnness in a way which changed their attitude to Guinness.
- Ensure that witnness.com was a content managed, up-to-date source of event news and information.
- Provide a community for consumers, allowing them to interact with each other via message boards etc.
- Develop a more compelling look’n'feel that promoted the brand values.
- Improve the usabilty and navigation of the site.
- Reduce the download size of pages.
- Develop a user database which allowed Witnness to capture detailed personal information about the target audience (ended up with over 40,000 registered users).
- Ensure that users could keep their personal information up-to-date.
- Ensure an email delivery platform was in place to deliver messages and track user activity.
- Provide statistics and analysis of site activity including email campaigns.
Witnness won a Silver Cannes Lion in 2003 in the category for Field Marketing
Witnness.com won the O2 Digital Media Award for Best Digital Media Brand in 2003
Tent Crasher Game
The Rub Email Newsletter
