CASE STUDY: Harry’s Bar goes social with ‘Bottle Message’ via QR code app

Background
Due to the local culture, Singaporeans are rather shy in initiating a conversation with someone they’ve never met, especially someone from the opposite sex. So in many cases they just stick with those they came with. But when it comes to social media and interactive tools, Singaporeans are brave.

Aim
Harry’s Bar in Singapore wanted to make it easier for shy locals to meet new people at the bar, while subsequently increase beer consumption.

Execution
Cheil Singapore launched a campaign, ‘Bottle message’, for Harry’s to encourage locals to start conversations by using a unique QR code application developed by Unicom Interactive. QR code tags for beer bottles let people enter a message for the person they like, flip over the tag, buy another beer and place the tag over it. They could then have it sent to that special someone so they read the message and start a conversation.

The interactive communication tool helps people to easily start conversations anonymously with anyone at Harry’s Bar without fear of rejection or embarrassment.

Result
Since the app was launched in mid-August at Harry’s@Esplanade, more than 120 people have downloaded the app in less than three weeks.  People using the app are buying on average twice as much beer than they did without the app. “But most importantly, we see much more interaction at the bar. Guys are more confident in starting a conversation with girls, and girls are surprised by this cheeky but fun way of socialising,” said Alvaro Bruch, user interface designer at Cheil Singapore.

Harry’s Bar plans to expand it to the other outlets by the end of September.

Credits
Advertising agency Cheil, Singapore
Managing director Nalla Chan
Creative director Vijay Anand
Digital art director Alvaro Bruch
User interface / motion designer Alvaro Bruch
Interactive architect Nicholas Ng
Head of interactive Aaron Gomez
Freelance planner Yeunhwa Lee
App development Unicom Interactive