1. Greatness Social Responsibility Campaign Dec 2006 M&E

2. Scope Program Objective Program Details Summary of Achievements: –Media Plan –Creative Execution: –PR Results Future improvements

3. Program Objective To Increase consumers awareness of The Greatness Campaign and Guinness® To associate Guinness®/ The Greatness Campaign with Social Responsibility To enhance the visibility of our brand at the party hot spots over the two festive weekends To drive consumers to our outlets via the ferry services To allow our consumers to enjoy their night out without worrying about how they’re going to get back home

4. Program Details Duration of Program –22 nd – 24 th Dec 2006 (X-mas weekend) –29 th – 31 st Dec 2006 (New Year weekend) Mechanics (Tier 1) –9pm – 1am –6 Guinness® buses would rove in a ferry service around the 5 party hot spots: City Hall Boat Quay Clarke Quay Zouk Orchard Emerald –1 BA would be on each bus to act as guide to the passengers

5. Program Details Mechanics (Tier 2) –1am to 4am –3 Guinness® buses would send our consumers back home 3 Guinness® buses do one loop around the 5 party hot spots Each bus would then go towards its respective routes to the Northern, Eastern, and Western part of Singapore Major MRT stations are designated as the drop off point along these routes –This service would commence at an hourly interval 1am, 2am, 3am and 4am

6. Summary of Achievements (Media Plan) MEDIADESCRIPTION NO. OF INSPublished Print The New PaperFull Page Full Colour321st, 24th & 27th Dec 33cm x 10col (25.5cm) OOH Bus shelter poster8 posters322nd to 28th Dec '06 (of which 5 posters sponsored by JCD) (+ 5 bonus) 20 posters15 27th Dec '06 to 2nd Jan '07 (of which 5 posters sponsored by JCD) (+ 5 bonus) Buses Guinness® SBS buses6 buses for 8 hours per day 22nd to 24 th & 29th to 31st Dec

7. Summary of Achievements (Creative executions) Guinness® Buses

8. Summary of Achievements (Creative executions) Bus stop shelter ads

9. Summary of Achievements (Creative executions) Bus stop Banners

10. Summary of Achievements (Creative executions) Banners at Sampling Road Shows

11. Summary of Achievements (Creative executions) Banners at Participating outlets

12. Summary of Achievements (Creative executions) Sandwich Boards Sandwich Board guys roving around bus stops and road show area.

13. Summary of Achievements (Creative executions) Greatness Tees Tees worn by all staff at road show and bus stops.

14. Summary of Achievements (Creative executions) Pamphlets Pamphlets given to consumers at participating outlets Pamphlets handed out by mascot at Road show Pamphlets given to consumers at road show

15. Summary of Achievements (Creative executions) Hanging mobiles Guinness® buses decked out with our hanging mobiles

16. Results Executed this massive project within a time frame of 2 weeks Planned an effective bus loop circuit that covered the needs of our consumers –Selected the right bus stops and MRT stations Created a synergy between our Sampling Road show and the GSR project –We actively publicized the bus rides at the road shows Announcements, pamphlets giveaway and staff tees –Arranged the stops to coincide with our Sampling Road show booths

17. Results Fine-tuned the system of the project continuously –We included portable mics for our BAs to be audible in the buses –Surveys were conducted to gather feedbacks 293 bus passengers 18 and above male Singaporean Generated numerous publicity through this project Reached a target of 8060 consumers through our sampling road shows