The Most Shareable Pint
7. Commerce Kancils [7.3 Best use of Commerce (digital-led)]
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Links:
Product/Service:
The Most Shareable Pint
Client:
Heineken Malaysia Berhad
Brief:
In Malaysia, International Stout Day traditionally lacks real meaning, often serving as just another excuse to drink. Guinness wanted to change that by transforming the day into a celebration of genuine human connection, rather than simply about consumption. The challenge was to give the day purpose and make it meaningful to consumers without using any media or production budget. We had to find a creative, organic solution to bring people together and make Guinness own the occasion by showing its power to connect people in a digital world
Solution:
Every day, over 2 billion reels are shared on Instagram, fueling virtual connections that now define modern friendships. But when was the last time we shared something truly meaningful a laugh, a hug, or a real conversation? In a world where we're more connected than ever, 57% of people only see their friends once every few weeks. Digital interactions have replaced face-to-face moments, leaving us less present in our relationships. On International Stout Day, Guinness set out to change that. We celebrated the best part of a Guinness: the moments shared around it. By transforming the act of sharing a reel into a currency to share a real moment together. The more people shared our reel, the more discounts they unlocked for real pints inviting the nation to gather, laugh, and reconnect over a Guinness. The response was massive. In just 24 hours, the campaign reached over 17 million people, becoming the 2nd most shared reel in the history of Guinness Malaysia. More impor
