Arthur's Day

Guinness

Project Scope

Strategy, Social & Content, Creative, Client Services

 

We’ve been working with Guinness on Arthur’s Day since it launched in 2009. In that time we’ve seen it evolve and change, and people’s response to it transform. By 2011 and its 3rd year, the possibility of people growing tired with the programme was a concern.

So we decided to mobilise the nation to Raise Together in celebration of the life and legacy of Arthur Guinness at 17.59 on September 22nd.

By working with a group of great agencies and positioning people’s involvement in raising funds for the Arthur Guinness Fund at the heart of a mass participation platform, we gave everyone a totally fresh look at what Arthur’s Day was about – giving back to the community that has given us so much.

 

We gave everyone a totally fresh look at what Arthur’s Day was about – giving back to the community that has given us so much.

 
 
 

So for every Facebook ‘Check-in’ on Arthur’s Day, €5 was donated to the Fund, bringing the connection to life in a way that people could really believe in.

 

The results were a participation record of 37% and €50 million injected into the ROI economy.

 

Arthur’s Day has evolved over the years and we’ve been at the center of that. Being involved in this iconic event from the beginning has been allowed us to add value every step of the way.

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