Campaign details
Brand: GuinnessBrand owner: DiageoLead agency: iris SingaporeContributing agencies: Dentsu Red StarCountry: SingaporeIndustries: Beer & ciderMedia channels: Email marketing, Events & experiential, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
Have you ever had to find a local insight to activate a global campaign, but the global campaign is irrelevant in the local market? That was the challenge Guinness Singapore faced for St Patrick's Day (SPD) 2019.
Whilst Guinness Singapore have annually activated SPD,...