Heineken Malaysia uses power of Social Media to advocate responsible consumption

PETALING JAYA: Heineken Malaysia, through its platform Drink Sensibly (DS), has launched a new campaign to remind and reward revellers to celebrate safely. 'Get Party Ready' is the latest initiative of the brewer to encourage responsible consumption, a consistent commitment which has already reached over eight 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 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," Renuka Indrarajah, Corporate Affairs & Legal Director, Heineken Malaysia said.

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 account. The largest group of social media users were between the ages of 20 and 49 years; the number of social network users is predicted to grow by 8.8% by year 2022. These key findings reveal a shift in the way the public receive information, impacting the way brands communicate with their consumers today.

"For the past six years, we have been exploring creative ways to educate and engage consumers on the message that moderation should be a key part of life and enjoyment. Social media allows us not just to reach a wider audience, but also to be more target-efficient and to have a better measurement of our impact, learn and improve," Indrarajah said.

Starting this week until Jan 7, 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 Jan 7. 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

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.

#DrinkSensibly