ASIA-PACIFIC, APRIL 30, 2013 – Asia Pacific Breweries Limited (APB) has appointed Yolk, a Grey Group-owned digital communications agency, to launch ‘How to Have a Good Night Out’ – its latest regional digital responsible drinking initiative. 

‘How to Have A Good Night Out” is part of APB’s Drink-Savvy platform which aims to venture beyond passive education and to effectively reach out to and engage with consumers so that they understand, value and enjoy drinking responsibly.
The campaign engages members of the public on alcohol responsibility via six animated tongue-in-cheek and funny ‘lessons’ on responsible drinking. The campaign also boasts a micro-site – www.haveagoodnightout.com – where people can view, choose and personalise their favourite animated ‘lesson’ by uploading their own photos and customising conversations on responsible drinking before sharing it with members of their online community via Facebook, Twitter, Pinterest and through email invites.

Among those who have pledged their support are Michael Ma (group CEO, IndoChine Group), Danny Loong (co-founder/chief creative director of Timbre Group), Timothy Chia (head of marketing and events of Zouk Singapore), renowned local entertainment personalities Electrico, Sara Wee of 53A and DJ KoFlow.
“Drinking is a fun thing. It is not about how many bottles you consume. We like people to drink responsibly and come back again to have a good time,” said Michael Ma, Group CEO of IndoChine Group.

“You tend to have less of a good time when you’re completely wasted,” added Dave of Electrico.
Commented Chia: “You tend to lose stuff like memory of the night, your wallet and keys when you drink irresponsibly.”
“Building on the success from last year’s digital campaign to promote responsible drinking with the ‘Endless Conga’, we are excited to achieve higher awareness and engagement on this serious but important topic,” explained Kelveen Soh, operations and client engagement director of Yolk.
“The idea was to build a responsible drinking online community where nightspot operators, entertainment personalities as well as consumers themselves share a lesson, story or tip to help people make responsible choices about drinking, and 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.
‘Have a Good Night Out’ regional campaign ran from March 18 until April 28 in 14 countries where APB has operations – Cambodia, China, Indonesia, Laos, Malaysia, Mongolia, New Caledonia, New Zealand, Papua New Guinea, Singapore, Solomon Islands, Sri Lanka, Thailand and Vietnam. People who submit and share their personalized videos stand to win attractive prizes which include Lomo cameras, Apple iPod Shuffles, 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.
