HEINEKEN Malaysia, through
its platform Drink Sensibly (DS), has launched a new campaign to remind and
reward revellers to celebrate safely this festive season. ‘Get Party Ready’ is
the latest initiative of the brewer to encourage responsible consumption, a
consistent commitment which has already reached over 8 million people since
2014.
‘Get Party Ready’ is a
digital driven campaign which uses the power and reach of Social Media to
engage and educate millennials through gamification, reminding the 5 tips to
drink sensibly: EAT, MOVE, HYDRATE, PACE and TAXI HOME.
In a recent survey, it was
recorded that 80.0% of Internet users in Malaysia have visited social media
sites, of those, 96.5% owned a Facebook account¹. The largest group of social
media users were between the ages of 20 to 49 years²; the number of social
network users is predicted to grow by 8.8% by year 2022³. These key findings
reveal a shift in the way the public receive information, impacting the way
brands communicate with their consumers today.
Starting this week until
January 7th 2018, the campaign aims to raise awareness on the
importance of drinking sensibly. Those who participate in the weekly
interactive quizzes of the Drink Sensibly Facebook page will be able to win
vouchers for ZALORA and GRAB, a double-win for revellers to dress festive-worthy and reach
their destinations safely. The
company will be giving away up to RM40,000 in prizes.
DS is reinforcing its
messaging with the help of five social media influencers: Dennis Yin, Jestinna
Kuan, Brian See, Dior Yaw, and Karen Kho. The campaign will also have an
on-ground activation in outlets, giving away discounts for GRAB to consumers to
get home safely.
Last year, Drink Sensibly
partnered with the well-known local t-shirt label Pestle & Mortar to design
a limited collection of clothes with the DS tips. The campaign reached out to 1.7
million and engaged more than 180,000 people in terms of clicks, likes, shares
and comments. For the Festive Season, the company collaborated with GRAB to
encourage consumers to not drink and drive.
Drink Sensibly is
rewarding responsible consumers with 200 ‘Get Party Ready’ gift packs now
until 7 Jan 2018. Each gift pack includes 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.
Those who miss out on the Facebook
quizzes can follow these DS friends for another chance to win a gift pack:
Dennis Yin - @DennisYin
Jestinna Kuan - @jestinna
Brian See - @mrbriansee,
Dior Yaw - @dioryaw
Karen Kho - @karenkh0
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Visit the Drink Sensibly
website to find out how to plan your celebrations responsibly at www.DrinkSensibly.com.my/festive or log on to www.facebook.com/DrinkSensiblyMY and be a part of the
Drink Sensibly Movement.