APB launches digital campaign for responsible drinking

Part of APB’s 'Drink-savvy' platform, the regional initiative aims to venture beyond passive education and to effectively engage with consumers for them to understand, value and enjoy drinking responsibly.

Building on the success of last year’s ‘Endless conga’ digital campaign, this year’s campaign engages members of the public on alcohol responsibility via six tongue-in-cheek, animated ‘lessons’ on responsible drinking.

The campaign boasts a microsite where people can view, personalise and then share their favourite animated ‘lesson’. Personalisation includes uploading the faces of themselves and their friends onto the characters in the video and customising the conversations about responsible drinking.

The regional campaign kicked off on 18 March and will run to 28 April in 14 countries, namely Cambodia, China, Indonesia, Laos, Malaysia, Mongolia, New Caledonia, New Zealand, Papua New Guinea, Singapore, Solomon Islands, Sri Lanka, Thailand and Vietnam.

Among those who have pledged their support are Michael Ma (group CEO, IndoChine Group), Danny Loong (co-founder/chief creative director of Timbre Group) and Timothy Chia (head of marketing and events at Zouk Singapore).

Kelveen Soh, operations and client engagement director of Yolk, noted that the idea was to build an online community where nightspot operators, entertainment personalities and consumers themselves share a lesson, story or tip to help people make responsible choices about drinking.

“[The aim is to] create a drinking culture that supports the moderate use of alcohol so that people and their communities enjoy life, reduce alcohol misuse and minimise alcohol-related harm,” he added.

Consumers who submit and share their personalised videos stand to win prizes including Lomo cameras, Apple iPod Shuffles and iPad Minis, as well as other mystery prizes.

The participant who garners the most video views will win the grand prize, a three-day, two-night exclusive package for two to the 2013 Heineken Sensation Party.