Guinness St. Patrick's Day

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Year after year in Singapore, St. Patrick's Day festivities are populated by westerners with nary a local in sight.

Year after year, it's the same expats drinking the same amount of Guinness and so the volumes have stagnated. So to grow volume, we needed Singaporeans to celebrate this day too.

But how do you make St. Patrick's Day relevant to Singaporeans when they have no idea who St. Patrick even is?

We decided it was time to celebrate the local Pats--and treat them like saints.

We tracked down Singapore's Patricks, Patricias, Patrines and anyone else with a Pat in their name and showered them with perks all month. We hailed their greatness online with films, while directing all of them to a website where they could unlock their perks. We welcomed them with promos at bars all over the city. Pop-up Guinness bars showed up where our sainted Pats worked, armed with free Guinness pints and more.

We had almost 50% more signups, 2.6x more pints redeemed, and a 12% increase in Guinness volume.

And because of all that, this year's St. Patrick's Festival had a record turnout, 80% Singaporean. And we ran out of Guinness kegs. Twice.

This campaign picked up three shortlists at Spikes Asia 2019 and bagged a bronze for Media: Use of Events.