Year after year in Singapore, St. Patrick's Day festivities are populated by westerners with nary a local in sight.
So 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.
Awards won:
Bronze - Brand Experience Lotus - Guinness All Hail Patricks, 2020 AdFest
Gold - Seasonal Marketing - Guinness All Hail Patricks, 2020 APAC Effie Awards
Gold - Most Effective Use, Events - Guinness All Hail Patricks, 2020 Markies Awards
Silver - Most Effective Use, Integrated Media - Guinness All Hail Patricks, 2020 Markies Awards
Finalist - Most Effective Use, Social Media - Guinness All Hail Patricks, 2020 Markies Awards
Bronze - Best Integrated Brand Experience and Activation-Led Campaign - Guinness All Hail Patricks, 2019 Gong Awards
Bronze - Best Use of Events and Live Experiences- Guinness All Hail Patricks, 2019 Gong Awards
Bronze - Media: Use of Events and Stunts - Guinness All Hail Patricks, 2019 Gong Awards
Bronze - Media: Use of Events - Guinness All Hail Patricks, 2019 Spikes
Shortlist - Integrated - Guinness All Hail Patricks, 2019 Spikes
Shortlist - Single Market Campaign - Guinness All Hail Patricks, 2019 Spikes
Shortlist - Branded Experience and Activation - Guinness All Hail Patricks, 2019 Spikes
Gold - Seasonal Marketing - Guinness All Hail Patricks, 2020 APAC Effie Awards
Gold - Most Effective Use, Events - Guinness All Hail Patricks, 2020 Markies Awards
Silver - Most Effective Use, Integrated Media - Guinness All Hail Patricks, 2020 Markies Awards
Finalist - Most Effective Use, Social Media - Guinness All Hail Patricks, 2020 Markies Awards
Bronze - Best Integrated Brand Experience and Activation-Led Campaign - Guinness All Hail Patricks, 2019 Gong Awards
Bronze - Best Use of Events and Live Experiences- Guinness All Hail Patricks, 2019 Gong Awards
Bronze - Media: Use of Events and Stunts - Guinness All Hail Patricks, 2019 Gong Awards
Bronze - Media: Use of Events - Guinness All Hail Patricks, 2019 Spikes
Shortlist - Integrated - Guinness All Hail Patricks, 2019 Spikes
Shortlist - Single Market Campaign - Guinness All Hail Patricks, 2019 Spikes
Shortlist - Branded Experience and Activation - Guinness All Hail Patricks, 2019 Spikes