Guinness Ghana Breweries - Rise Up

How do you fast-track economic rejuvenation after the devastating impact COVID-19 had on local bar owners?

Our response was RISE UP, a recovery programme designed to stimulate bar trade, support business owners, and bring consumers back into on-trade occasions responsibly. Anchored by a consumer loyalty mechanic, the initiative delivered real-world impact, positively affecting 175,000 people across the Diageo value chain.

Impact: +35% volume uplift, ROI of +14%, +4.8M Entries, 1.2M Winners, 500,000 unique redemptions, 75% Media reach, Guinness Salience score uplift of +4 pts.