Heineken Malaysia advocates safe, stylish partying via smart brand campaign
Heineken Malaysia’s ‘Get Party Ready’ initiative is part of its Sensible Drinking platform that encourages responsible consumption, a commitment since 2014 that it says has reached eight million consumers since.
‘Get Party Ready’ now leverages on social media “to engage and educate millennials through gamification, to remind of the five tips to drink sensibly: Eat, Move, Hydrate, Pace and Taxi Home.
“Our aim is to make moderate, responsible consumption something aspirational. When you drink sensibly you have a night to remember for all the right reasons, and also the opportunity to enjoy the day after,” says Heineken Malaysia corporate affairs and legal director, Renuka Indrarajah.
A recent official survey recorded that 80.0% of internet users in Malaysia visit social media sites and, of those, 96.5% own a Facebook account. The demographic between the ages of 20 to 49 years are social media’s biggest users, according to official figures. Statista findings on the number of social network users in Malaysia estimate that there will be around 20.42 million social network users in the country in 2022, up from 18.62 million in 2017.
Last year, Drink Sensibly partnered with the well-known local t-shirt label Pestle & Mortar to design a limited collection of clothes with drinking tips. Heineken says it reached 1.7 million and engaged more than 180,000 people in terms of clicks, likes, shares and comments.
Social media allows Heineken a level of reach and engagement previously unavailable to it, besides being able to choose its target market and measure a campaign’s outcome, says Indrarajah.
Incentives? Of course. Until Jan 7, Heineken’s target market can participate in the quizzes on the Drink Sensibly Facebook page stand to win vouchers for Zalora and Grab. The message: it’s stylish to not drink and drive. Heineken is giving away up to RM40,000 in prizes.
And no more driving under the influence, but Drink Sensibly and aspirationally with Heineken’s five social media influencers: Dennis Yin, Jestinna Kuan, Brian See, Dior Yaw, and Karen Kho. Grab discounts are also being given away in real-life, flesh and blood events on the ground.
Drink Sensibly’s ‘Get Party Ready’ gift packs include RM100 worth of Zalora vouchers and RM100 worth of Grab rides and can be used throughout the year until December 2018.
Every week, 50 x gift packs will be rewarded to winners of the ‘Get Party Ready’ quizzes. To enter, simply follow DS Facebook where the quizzes will be announced weekly on www.facebook.com/drinksensiblyMY.
Missed out? Follow these Drink Sensibly’s influencers for another chance to win a gift pack:
@DennisYin, @jestinna, @mrbriansee, @dioryaw, @karenkho