Witnness.com (Euro RSCG KLP - 2002)

Client: Guinness (Diageo)

Witnness was a programme of events aimed at 18–24 year old Irish male rejecters of Guinness with the objective of changing their attitude to Guinness. The centre piece of the programme was a large music festival near Dublin. Over 80,000 people attended the festival over 2 days. Bands in 2002 included Oasis, Basement Jaxx, The Prodigy, Groove Armada and Foo Fighters.

I was the Project Manager on the re-development of witnness.com. The aims of the new site were to:

• Develop a permanent communications platform which allowed consumers to interact with Witnness in a way which changed their attitude to Guinness.
• Ensure that witnness.com was a content managed, up-to-date source of event news and information.
• Provide a community for consumers, allowing them to interact with each other via message boards etc.
• Develop a more compelling look'n'feel that promoted the brand values.
• Improve the usabilty and navigation of the site.
• Reduce the download size of pages.
• Develop a user database which allowed Witnness to capture detailed personal information about the target audience (ended up with over 40,000 registered users).
• Ensure that users could keep their personal information up-to-date.
• Ensure an email delivery platform was in place to deliver messages and track user activity.
• Provide statistics and analysis of site activity including email campaigns.