HEINEKENCorp’s Tiger® Have a Good Night Out campaign spreads fun in responsible drinking - Part I

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HEINEKENCorp’s Tiger® Have a Good Night Out campaign spreads fun in responsible drinking - Part I

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.@HEINEKENCorp’s Tiger® Have a Good Night Out spreads fun in #ResponsibleDrinking Watch one of the animations: http://bit.ly/1mRHbxc

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Wednesday, June 25, 2014 - 9:00am

CAMPAIGN: Responsible Consumption

CONTENT: Newsletter

HEINEKEN Asia Pacific's award-winning Drink Savvy platform is the first website by an Asian brewer to educate and engage consumers on wellinformed and responsible decisions about drinking alcohol. For the fourth year running, Drink Savvy launched 'How to Have a Good Night Out', an interactive and fun campaign.

The campaign featured a series of six tongue-in-cheek animated ‘lessons’ about responsible drinking habits. (Watch the other three videos here.) These videos were disseminated to the public via various media outlets, including the campaign website and our Drink Savvy Facebook and YouTube pages. Consumers were also challenged to create their own video on how to have a good night out, and then share it with friends. The best entry won an exclusive VIP package for two to Heineken®Sensation 2013.

Across the Asia Pacific region, local campaigns were also launched to spread and reinforce the message. Countries which developed microsites of the ‘Have a Good Night Out’ website or launched their own awareness campaign include Singapore, Laos, Cambodia, China, Indonesia, Vietnam, Solomon Islands, Mongolia, and Thailand.

The 10-week campaign achieved the highest record of reach and engagement in the history of Drink Savvy:

  • Over 7,500 people between 18-34 years old participated online across five key South-East Asia markets, more than double the previous year’s total
  • The ‘lessons’ videos were viewed more than 1.1 million times on the microsite and social media platforms such as YouTube and Facebook in just 10 weeks
  • The videos were then shared almost two million times by participants and visitors
  • The Facebook community grew 129 per cent this year to almost 30,000 followers, with more than 16,000 new fans who ‘liked’ and shared responsible drinking messages.

In addition, in November, the campaign won bronze in the Corporate Social Responsibility category at Singapore’s Marketing Excellence Awards.

Click here to learn more about our approach to responsible consumption.

Brewing a Better Future: It is HEINEKEN's strategy for creating shared, sustainable value: for our company, for society and for the planet. And it is fundamental to how we do business. Developed with our stakeholders and based on insight into global trends, our strategy focuses on the four areas where we can make the biggest difference: water, CO2, local sourcing and responsible consumption. These are underpinned by our values and behaviours: living our values, leading by example, and working together to make a difference.

Keywords: Responsible Production & Consumption | Have a Good Night Out | Heineken | Responsible Business & Employee Engagement | Responsible Consumption | Responsible Production & Consumption

CAMPAIGN: Responsible Consumption

CONTENT: Newsletter

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