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Exp Uganda

Guinness Night Football

Brand Activation & Event Marketing


Designed and conceptualised a distinctive, impactful and culturally relevant Night Football execution plan, to leverage Guinness broadcast (television) sponsorship of the English Premiership.


Reinforce Guinness as the beer of choice for the football watching occasions.


To create awareness of the upcoming Guinness Night Football campaign, the following was executed by Exp Uganda: 

  1. A Media Launch event as well as a separate press conference was held to drive awareness in and amongst the Ugandan Media houses.

  2. We activated 'Radio Storms' to get the DJ's to talk about the campaign.

  3. We did Guinness Brand Activations in targeted Bars, during EPL games, that featured lots of Brand and Consumer engagement, tailored around the Guinness Brand Experience.

Consumers then registered their teams to participate in luminescent (bringing to life the bold and colourful attributes of the Brand) Guinness Night Football 5-a-side events that were held in 3 cities, with the winning teams progressing to the Finals in Kampala.

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