Heineken Singapore hijacks CBD office elevator in new stunt

Heineken Singapore has turned an office elevator in the CBD into a pop-up bar, surprising hundreds of workers with an early “first sip” of beer as they knocked off for the day.

In a two-hour stunt at One Raffles Quay, the brand transformed a standard office lift into an afterwork experience, serving chilled Heineken to 384 office workers and inviting them to switch instantly into out-of-office mode.

On 1 April, tenants were first teased with signage reading “The first sip is hard to wait for”. At 5.30pm, as the workday wrapped, the lift doors opened to reveal the activation: a dressed-up cabin, bar set-up, and Singapore live streamer Denise Teo hosting and handing out beers.

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Positioned squarely around Heineken’s “first sip” insight, the stunt aimed to intercept workers at the exact moment they most anticipate their post-work drink – typically during the commute – and bring that moment forward.

“As a brand that champions quality socialising, this stunt brought people together in the most unexpected setting, reminding them that the first sip of Heineken they’ve been waiting for after work is closer than they think,” said Gemma Goh, marketing manager, Heineken Singapore.

“It’s also a nod that social connections don’t have to be complicated, sometimes, all you need is a little spontaneity and a refreshing Heineken to kickstart everything,” she added.

The elevator takeover is part of Heineken Singapore’s broader "Afterwork" platform, which pushes for a more “refreshing” post-work routine and leans heavily into experience-led activations.

From 7 to 16 May 2026, the brand will roll out Heineken’s First Sip House, a pop-up afterwork destination where that first sip unlocks a night of “refreshing discoveries”, teased the brand. Guests aged 18 and above can secure their experience via Klook.

Heineken positions the platform around a simple idea: that clocking off and having that first sip with friends is the best part of the day and “shouldn’t have to wait”. 

Similarly in Indonesia, the brand unveiled its "Ahhh-fterwork" campaign in August last year. The campaign attempts to reclaim afterwork time with a sensorial twist, weaving together aroma, visuals, sounds, touch and taste to reframe how office workers wind down. 

The programme kicked off with a focus on scent, an immersive brewery experience showcasing Heineken’s Star Quality Brewing Process, where participants could smell the natural ingredients at the heart of its brewing ritual. 

Moving from scent to sight and sound, the campaign took over Black Owl in Pantai Indah Kapuk for International Beer Day. Guests were treated to a dynamic visual installation and audio performance designed to bring Heineken’s brewing philosophy to life, complete with immersive environments and the brand’s signature perfect pouring ritual.

Rounding off the campaign, Heineken Indonesia collaborated with Museum MACAN and invited guests to physically engage with the textures of the brand’s natural ingredients through an interactive art installation while the finale takes a culinary turn with an omakase dining experience inspired by the stages of Heineken’s brewing process, crafted to activate the sense of taste in surprising ways.

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