OUTDOOR: Bus shelter advertising was developed and placed near key bus stops in the CBD district, showcasing the new premium black bottle.

The bottle image in the poster was made from real velvet, so passers-by could interact with the poster and feel for themselves how smooth this new product would be.

RADIO: Radio was used to publicise the event, including acoustic sound effects of the smooth sound of the bar slide. We teamed up with Lush 99.5 – a popular station with this audience - followed up with live-feeds of the event.

ONLINE: We sent a call for entries to our 50,000-strong Facebook community of Guinness fans, inviting them to attempt the world record.

Fueled by strategic Facebook ad buys, this announced the new Guinness Draught in a Bottle launch, and set the community alight with interest.

Participants had to describe how smooth Guinness is and 5 winners were selected from this exercise.

- Publicity value S$341,253 – 14% above target, and 227% the size of our original total budget.

- The event was picked up by 44 different titles, 13 of which are 'traditional media' – these reached an estimated 1.5m Singaporeans.

- Sales of GDIB has increased monthly marketshare by 14%.

- Compared to a year ago, marketshare has increased by 29%, easily surpassing our objectives.

- The improvement in marketshare position is clearer down to the successful positioning of GDIB.