All Hail Patricks
Experiential Marketing Strategy
St Patrick's Festival is an Irish holiday celebrated in Singapore by Guinness every year. One problem. Very few Singaporeans turn up for the festivities as it is perceived as a western party only attended by Caucasians living in Singapore. And an even bigger problem with that is - sales stagnate with only the usual suspects turning up.
So to make this festivity relatable to locals, we did something quite unorthodox. Instead of celebrating a mythical saint, we honoured every local “Pat” like one and created exclusive perks in the name of them.
In doing so, we doubled our sales KPIs with over 80% of main event attendees being Singaporeans.
Client
Specialisms involved
St Patrick's Festival is an Irish holiday celebrated in Singapore by Guinness every year. One problem. Very few Singaporeans turn up for the festivities as it is perceived as a western party only attended by Caucasians living in Singapore. And an even bigger problem with that is - sales stagnate with only the usual suspects turning up.
So to make this festivity relatable to locals, we did something quite unorthodox. Instead of celebrating a mythical saint, we honoured every local “Pat” like one and created exclusive perks in the name of them.
In doing so, we doubled our sales KPIs with over 80% of main event attendees being Singaporeans.
