Drink Saavy: How to have a good night out

Sashi Kumar

This case study explains how Heineken, the beer brand, promoted responsible drinking in South-East Asia by modelling positive behaviour in humorous online videos and encouraging social sharing.

Drink Saavy: How to have a good night out

Sashi Kumar

Campaign details

Brand owner: Heineken Asia Pacific Lead agency: Grey Group Singapore and Yolk Brand: Drink Saavy Country: Cambodia, Indonesia, Singapore, Thailand and Vietnam Industry Drink industry, market Channels used: Earned media, buzz, Internet - display, Internet - microsites, Online video, Other and ambient media, Public relations, Social media, Word of mouth, advocacy Up to 500k

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