Heineken SG partners Klook to ring in festive season with fresh experiences

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Heineken Singapore has partnered with Klook for its year-end festive campaign titled "Heineken Festive Cheers", which calls on consumers to exchange their foiled year-end celebrations for "a fresh perspective" on what the season could hold for them with friends and family. According to Heineken, the campaign adopts a simple celebration algorithm that aims to closely align holiday wishes with holiday reality.

The campaign features a series of celebratory moments, curated in partnership with Klook, with Heineken in the centre of them all. Available until 24 December 2021, the curated experiences include a private yacht voyage through Singapore's Southern waters, glamping at Gallop Kranji Farm Resort, and staycations at Hotel G and Lloyd’s Inn, among others.

Sarah Wan, general manager, Singapore at Klook said the company has made it its mission to uncover hidden gems, feature local merchants and to pioneer unique experiences in Singapore. "We are confident that this campaign will help bring more awareness to local merchants and shed light on how much Singapore has to offer," she added. MARKETING-INTERACTIVE has reached out to Heineken for comment.

To take part, consumers will need to visit Heineken's campaign site and follow a series of prompts, after which they will be prompted to select if they wish to "escape from the city" or "explore the city". Players will then be shown how they could be celebrating the season with Heineken, before being invited to win it.

At the same time, players can take part in a lucky draw where 100 players can win a curated "A Heineken Blade Home Bar Experience". The exclusive package comes with a set-up of a compact eight-litre countertop draught of Heineken, bar bites, canned cocktails and music playlists provided in partnership with Zouk - all at the winner's home.

In addition to the curated experiences, Heineken is also handing out products such as a six months’ supply of beer to lucky winners. All participants will also receive a Klook promo code which will be valid until 24 December.

Gerald Yeo, marketing director at Asia Pacific Breweries Singapore, said that it looks forward to Heineken being at the heart of many celebrations right here in Singapore this season, giving it even more reasons to celebrate with those who matter. “A celebration by definition is a social gathering, we don’t need to be somewhere new to make fond memories, it’s about making time to meet with family and friends at home or enjoying each other's company elsewhere," he added.

Separately, Heineken teamed up with 007 actor, Daniel Craig in September for its new global TVC campaign "Worth The Wait"; where the actor is simply waiting patiently for the first "satisfying sip" of a Heineken beer. That's all there is to it. Since 1997, Heineken has been a partner of the James Bond franchise.

In the last campaign for Spectre, the campaign featured Daniel Craig in a high speed boat chase. In addition, it also created a digital campaign featuring the world's selfie from space, dubbed the "Spyfie" along with a limited edition Heineken Spectre bottle. This time around, Heineken then told MARKETING-INTERACTIVE, that the simple ad was created to capture the witty essence of the James Bond character and the brand. The spokesperson explained that the ad was created banking on the globally relevant insight that despite the setbacks from the pandemic, the film is still highly anticipated by fans.

Additionally, Heineken shifted all media buying and planning services to dentsu in January this year, with dentsu Red Star becoming the sole media agency. This comes as Heineken aims to maximise its global media investment to drive sustainable business growth. Dentsu said previously that it will implement a future media model allowing Heineken to access more specialist capabilities and talent to accelerate the growth of its brands. Meanwhile, Publicis Groupe will retain media duties in its home country of France.

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