Rise up together

Locally, the brand was perceived to have a predominately older customer base. Guinness was the drink, "your uncle drank".

The brand also maintained a minimal social media presence, with a local Facebook page registering fewer than 100 members. Online, Guinness operated a global website that offered limited localisation - making it irrelevant to local drinkers.

Finally, the brand lacked any meaningful consumer contact base, through which to communicate developments and news.

As part of the Guinness Adventures online campaign, a survey of 1000 participants was commissioned by Guinness to gain more insight into the Singaporean Guinness consumer. The 1000 participants reflected the demographic breakdown of the Singaporean population.

A nation of thrill seekers

The new survey found that Singapore was a nation of thrill seekers. Almost 60% of Singaporeans had participated in an adventurous sport such as, wakeboarding, bungee jumping or mountain climbing. The research findings also revealed that 70% would consider making a radical career change to pursue their passions, and more than 80% would go on a mystery trip without a clue of where they are going - if it was free. Crucially, 82.9% of Singaporeans said they would be more adventurous when they are with friends.

As part of the Guinness "Rise Together" campaign running across Asia, The Guinness Adventure activity in Singapore created the opportunity for a team of three friends to attempt an all-expenses paid 14-day trip to Mount Everest's base camp.

To participate, consumers registered in teams of three at the official Guinness Adventure online campaign website, www.guinness.com.sg.

With every purchase of Guinness products, customers received a unique code which could be registered in an online game, in which consumer climbed a virtual Everest.

The campaign required an element of teamwork in order to complete successfully. The teams that managed to reach the top of the virtual Everest stood a chance to win the trip to try out the real thing.

Other prizes were available, depending on the virtual 'altitudes' a team reached. Prizes included SG$2000 (about R5250) worth of Guinness and dining experiences at high altitude restaurants in local sky scrapers.