Make beer cool again. APB had an 85% market share in the Singapore beer category, but the category was in decline, especially in the youth segment.
Create an idea to work across multiple brands. It had to appeal to youth market in a tone and language that was their own, while providing a third party endorsement of the desired values of beer – modern, cool, and intelligent.
Dr Inkbeer, a renowned scientist and party expert visited Singapore to conduct a social experiment to prove his theory that Sociability & Intelligence are interdependent. The experiment was the world’s first all-media, real-life, real-time, interactive, experiential game/campaign.
The campaign received more than 5 million responses and increased beer sales amongst the target by an average of 22%. It won numerous awards for creativity and effectiveness including Cannes Gold for best use of Media, Silver Direct CRM campaign and four Singapore Hall of Fame Awards.