Guinness goes all out with St Patrick’s Day campaign

In celebration of St Patrick’s Day, Guinness has launched a “All Hail Patricks” campaign, aiming to pay homage to all the “Pats” in Singapore and rewarding them with exclusive perks for the month of March. The campaign will be activated across digital, social, OOH, four social videos, and public relations to drive signups to the website and footfall to the St Patrick’s Festival on 16 March 2019.The agency worked with iris Singapore on the conceptualisation of this campaign. It will include a Guinness Masterclasses, live music, novelty food choices, as well as Guinness pints. In addition, both “Pats and non-Pats” will get to enjoy discounts off Grab, Redmart, and Guinness pints at participating bars after signing up from the website. According to a press statement, “All Hail Patricks” is a cheeky call that rallies all Pats and Patricks in Singapore, letting them take centre stage as they receive a month of exclusive promotions in honour of their namesake.Sabina Godri, marketing manager, Guinness, Asia Pacific Breweries Singapore said that Guinness has grown St Patrick’s Day over the last five years in Singapore, and the brand wants to approach the conversation from a localised point of view.“The festival experience is now relevant and finally complete with the Pats and Patricks of Singapore getting together celebrating over pints of Guinness,” she added. Meanwhile, Mark Hadfield, regional head of planning, Iris Singapore said that Guinness and St Patricks Day may be iconic for the ang mohs (caucasians), but Singaporeans do not know why they should also be celebrating.“So how do you bring Singaporeans together to celebrate something they don’t understand and have no link to? The answer? Honesty. There isn’t a link between most Singaporeans and St Patrick, but there is between most Singaporeans and a Patrick… or Pat… or Ah Pat. So let’s celebrate by bringing them all together for the big Pat Party!," he added.