16 weeks. 16 land winners. Over nine million entries with thousands of instant winners, Ghana’s favourite stout Guinness has ended its Independence campaign promo – #MyPieceOfGhana in a bold way.
For an iconic brand such as Guinness which has been firmly rooted in Ghana with a deep sense of history connected to the country’s independence, it was exciting to embark on an ambitious campaign to change people’s lives by making them experience independence. Some never dreamt of owning land at a prime area like the beautiful Appolonia City.
For a student like Collins Nkrumah Gyabeng studying Business Management at the University of Cape Coast, he still could not believe the campaign was real. “I’m very excited and encouraged to complete my studies, graduate in 2019 and take my time to plan what I want to do with my land. Thank you to Guinness for this reward, indeed I have been given the nod to be independent.”
Collins said in an interview.
The excitement of Collins who was the second winner during the promotion reflects the mood and joy of all the other 15 winners who obviously couldn’t hide their joy. Interestingly, the land winners came from all corners of the country such as Takoradi, Bawku, Tamale, Lashibi, Lawra, Sekondi, Cape Coast, Yendi etc.
“I am very excited to say that most of the winners are Ghanaians starting their adult life, this clearly defines the motive behind the promo as we are giving them an opportunity to be independent,” said the Marketing Manager for Guinness, Lesego Lebogang Babe.
Apart from land, the promo also offered Guinness consumers an opportunity to win millions of instant prizes including airtime and data.
Another important stroke of the campaign was also to make sure our environment becomes friendly for better living. Guinness partnered with the Ministry of Lands and Natural Resources and the Forestry Commission of Ghana to plant 61 trees representing the country’s 61 years as an additional legacy for the land as part of the 2018 World Tree Planting Day.
“The planting of the 61 trees here today to mark Ghana’s 61 years of Independence is the first step in the transformation of this land. Our hope is that this will inspire our winners to create a beautiful space where they can use the land to fulfil their dreams and build their own legacy” said Rita Rockson, Communications and Engagement Manager for GGBL.
“We can’t wait to see how the plots develop in the future and how this land changes into a thriving community” she added.
With #MyPieceOfGhana campaign being the first of its kind in Ghana, Guinness has always taken the lead in the beverage industry and is not afraid to challenge the status quo. It is that iconic beer that isn’t afraid to express itself, a beer that has the darkest liquid, but the brightest flavours.
As the campaign ends, expect more from the iconic stout – Guinness
