The ‘Guinness adventures’ is hosted on Guinness.com.sg. This ultimate quest seeks a team of three to take on an all-expense paid 14-day trip to Mount Everest's base camp.
Interested parties can obtain a series of unique codes through Guinness purchases. The codes are to register for a virtual contest to ascend and scale the virtual peak in the site. One man cannot take all the beer, so the campaign requires teamwork to win.
The competition also rewards other winners depending on the virtual ‘altitudes’ they have reached. Prizes include SG$2,000 worth of Guinness and dining experiences at high-land locations like The Sky on 57 at Marina Bay Sands, Equinox at Swissotel and 1-Altitude by 1 Rochester Group.
This campaign coincides with Guinness’ 251st anniversary. “With Arthur’s Day just around the corner, we felt this was the perfect time to honour our founder by celebrating his spirit of adventure,” said Paul Bisson, marketing manager for Guinness at Asia Pacific Breweries Singapore.
The campaign ends on 1 September. It is also connected through Guinness Singapore's Facebook page.
Credits:
Project Guinness Adventures
Client Asia Pacific Breweries Singapore
Creative agency BBDO/Proximity
Chief creative officer Danny Searle
Executive creative director Jon Pye
Creative director Alan Leong
Art director Marlin Noie
Copywriter Mikey Batt
Agency producer Patrick Lim
Media agency Mindshare
Production company Proximity
PR agency impactasia Singapore
Exposure Online, point-of-purchase
