Tiger shows consumers a Good Night Out

Jul 24, 2014 10:00 AM ET

Tiger shows consumers a Good Night Out

Our award-winning Drink Savvy platform – the first website launched by an Asian brewer to educate and engage consumers on responsible consumption – this year unveiled its fourth annual Tiger® ‘How to have a Good Night Out’ campaign. We know that different countries have their own cultural attitudes towards alcohol, and this campaign and platform demonstrate how we are tailoring our approach from region to region to encourage responsible consumption.

Tiger® ‘How to Have a Good Night Out’ is an interactive campaign which promotes responsible drinking habits. This year, the campaign was built around a series of six animated videos which provided ‘tongue-in-cheek’ lessons on how to have a responsible night out, such as Don’t mix your drinks; Pace your drinks with water; and Drink slowly. The animations were popular, being viewed more than 1.1 million times over a period of ten weeks. The videos were viewed on the Drink Savvy platform, as well as on our own social media channels on YouTube and Facebook.

To make the campaign interactive, we challenged consumers to use our animations as inspiration to create their own video on how to have a good night out. We received 7,500 video submissions, more than double the number of the previous year’s entries.  The videos were judged and the creator of the best video won an exclusive VIP package for two to Heineken® Sensation, the indoor dance phenomenon.  

This year’s campaign was our most successful yet, achieving our highest ever levels of engagement with consumers. Our videos, and those created by consumers, were shared almost two million times across social media platforms. Our Drink Savvy Facebook community more than doubled in size to almost 30,000 followers who liked and shared our responsible drinking messages.

The campaign’s success was acknowledged by two prestigious industry awards: Singapore’s Marketing Excellence Awards, where it won bronze in the “Corporate Social Responsibility” category; and Marketing Magazine’s PR Awards Singapore, where it won the Silver Award in the “Best Corporate Social Responsibility (‘CSR’) Communications” category.

The Tiger® ‘How to Have a Good Night Out’ campaign and the Drink Savvy platform are excellent examples of how committed we are to encouraging responsible consumption and how we harness the power of our brands to advocate responsible consumption through inspiring global communication programmes. You can read more about how we are making responsible consumption aspirational here.