Integrated Case Study
Client: Guinness
This RM programme communicates regularly with over 300,000 Guinness drinkers. These regular communications are highly personal and relevant.
Innovative use of individual consumer data has helped this programme to become the most decorated direct marketing programme in Ireland and to be held up as best-in-class globally. The best example of this is the birthday card sent out to each individual consumer.
The card arrives a few days before their birthday along with a voucher, personalised to each individual’s local pub. A complimentary pint, in your local pub on your birthday; what’s nicer than that?
