ASIA-PACIFIC – SINGAPORE, APRIL 6, 2011 – Heineken will launch its limited edition STR bottle in Singapore this month with an integrated campaign by iris. The ‘Truth Booth’ will visit five key bars and clubs in April, culminating with a finale event, the Heineken Secret Gallery on April 29. The activity will be integrated with a range of communications including digital, print, DM, outdoor, promotional and PR.
Like the STR bottle, which reveals its hidden side under UV light, the Truth Booth will feature an interactive screen prompting visitors to reveal their innermost secrets, which will then be uploaded onto Heineken’s Facebook page, www.str.sg. Viewers will be able to vote for their favourite video, and those with the most popular secrets will wins VIP passes to the Heineken Secret Gallery. This activity is supported by digital ads, print ads in Juice magazine, marquee light boxes at Raffles Place MRT station and in-bar visibility pieces.
Wong Mei Wai, Head of Marketing at Asia Pacific Breweries Singapore, said: “With an innovative design that incorporates UV technology, this artful concept is the hallmark of a definitive Heineken moment during a night out. The STR bottle is set to light up the night and enhance the experience for partygoers in Singapore.”
Luke Nathans, Managing Director for experiential for Asia Pacific at iris, said: “Through the new STR bottle, Heineken has found another way of unlocking exciting experiences and turning an ordinary night into a great one. It capitalizes on the idea that we all have thoughts that we keep to ourselves during the day but that the ideal time to share your thoughts is at night over a nice, cold Heineken.”
iris’ Singapore operation works with global blue-chip brands including Diageo, Unilever, Tiger, Heineken, Sony Ericsson and Red Bull. The agency launched in 2006 and serves as a strategic hub for Asia Pacific.
CREDITS
Agency: iris Singapore
Copywriter: Shehan Karunatilaka
Art director: Joan Lai
Planner: Paul Gage
Retoucher: Joe Kerrigan
Digital designer: Appu Ponnusamy, Edward Moore, Yeow Jialin, Clement Chia
Media agency: ZenithOptimedia
Media planner: Susan Chee
