Dewar's Scotch Whisky recognises 'doers' in Singapore

Developed by Squake, the campaign was launched on 21 May at the Whisky Live Singapore 2012 event, spanning traditional media and new media communications vehicles such as mobile apps, Facebook and Pinterest.

The 'Doer' concept focuses on individualism and encouraging consumers to "push beyond the good for the great", said Alison Lim, general manager of Bacardi-Martini Singapore.

Every touchpoint of the campaign is designed to go viral. A magazine ad directs consumers to a 'Clink with doers' app where consumers have to bump their phones with six others carrying the same app in order to redeem a miniature bottle of Dewar’s. 

The choice of six participants refers to the double-ageing process for the product, which takes up to six months, according to Frances Chong, managing director of Squake.

“We want these new media mechanisms to enrich consumers, be hassle-free and as straightforward as possible," he added.

The Dewar’s Facebook page will also feature various contests where fans can participate for the chance to win a bottle of Dewar’s.