Challenge

We took on the challenge of transforming Clarke Quay and Boat Quay into a cohesive Guinness-themed experience while managing unpredictable crowds; we had to create a multi-sensory journey that engaged all five senses beyond what meets the eye; and we had to maintain audience engagement across various touchpoints throughout the event. By facing the challenges head-on, we aimed to make St. Patrick's Day Singapore's premier Guinness experience and a must-attend celebration in the city's event calendar.

Solution

For a definitive Guinness experience that blends social energy, immersion and brand interaction, we "brewed" a four-pronged approach:
- We zoned the event venue, designing distinct areas for social engagement and brand immersion.
- We planned for a multi-sensory immersion environment to engage all senses beyond visuals.
- Customer-centric activities became the heart of the program where guests have an active role in the experience
- We made sure the Guinness brand connection lasts beyond the experience

Execution

- We turned Boat Quay into a high-energy social core with communal beer gardens and live bands, while Clarke Quay became an immersive brand experience featuring hands-on activations and masterclasses.
- We crafted a multi-sensory immersion to be intrinsically experienced by guests through atmospheric design and layering soundscapes.
- Consumers were placed at the heart of the experience through interactive events such as the Guinness Passport Program, Stoutie Station, and Perfect Pour Masterclasses.
- We amplified the brand experience and shored up brand affinity beyond the event with social media-friendly installations and exclusive Guinness merchandise