Talking about localisation… For their 2019 St Patrick’s Day campaign, Guinness wanted to make sure they got the Singaporean population involved in the celebrations. Considered to be a Western holiday, Guinness’ previous experience in the Southeast Asian city-state showed that most Singaporeans left the festivities to the Caucasian population; so while the beverage had grown in popularity, it was still missing the mark with a huge potential audience.
To get more locals to participate in the day, Guinness created the “All Hail Patricks” campaign. Those lucky enough to go by the moniker Patrick, or the nickname Pat, would receive exclusive perks throughout the month of March by signing up at get.guinness.com. And for their Pat-less friends, Guinness offered $5 discounts at participating outlets. The brand also partnered with Singapore’s leading online supermarket, RedMart, and food app Grab for further discounts and coupons.
In addition to all this, Guinness hosted mini-festivals in the run up to the final event: the St Patrick’s Festival on 16 March 2019.