The McCann Worldgroup agency won the brief after a pitch with local agencies Indika Productions, Taspas and Mahaka Communications, and has a brief to boost attendance to the pool event, which was held in Bali last year.
Above-the-line advertising for alcohol brands is not permitted in Indonesia, so Momentum will focus on marketing the event rather than the Guinness brand.
"We are marketing the connection between Guinness and pool, not the Guinness brand alone," noted Momentum Indonesia MD Bani Tan.
Guinness drinkers and pool fans will be targeted in bars, entertainment outlets and pool parlours in key Indonesian cities.
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