Asia Pacific Breweries (APB) will launch its first secret rave party titled "Desperados Secret Halloween Rave" for the beer brand.
In a statement to Marketing, an APB spokesperson said the objective of the event is to raise awareness of the Desperados beer as a brand that is unconventional and dares to be creative. APB is targeting young Millennials between the ages of 18 to 24 years old through guerrilla activations involving Halloween characters and mystery games across Singapore.
The company has also launched various teaser videos and leverage on digital content partners such as Youtiao666, The Smart Local and SGAG to create hype about the Desperados brand.
Starcom is the media agency behind the campaign and APB has also partnered with event agencies Lighthouse Media and Popper Asia to execute the "Desperados Secret Halloween Rave", which will run until the end of October. About SG$200,000 is spent on the execution of the rave party. The spokesperson added that it will be measuring the success of the campaign via online engagement rate, actual event turnout and the sales of Desperados beer during the campaign period.
Desperados caught the public's attention last year with its provocative campaign called "Paint the unpaintable city". With the help of SapientNitro, the campaign ran with the hashtag #BreakNormalArtHack and collaborated with local talents Zero, Tech and Brandon Tay to create branded graffiti-style artwork on the walls of the National Gallery, National Stadium and People’s Park Complex.