Guinness Anchor Berhad ( GAB ) has launched an online campaign this festive season called #DoItRight. Comprising a series of videos, the campaign’s main objective is to remind revelers to party smart if they are drinking during the year end festivities.
#DoItRight is a campaign part of the Drink Sensibly (DS) platform, GAB’s core initiative under the company’s corporate responsibility portfolio. It was established in 2010 to educate drinkers on the importance of responsible drinking by providing them with the knowledge and tools they need to help them make an informed choice when they drink.
The #DoItRight festive campaign will run from December 2015 to January 2016 and will feature heavily on online community portals and social media. In addition, the campaign will be supported by GAB brands via their own social media channels. The videos will also featured on the Drink Sensibly website and its dedicated YouTube channel. Anyone watching the videos will be encouraged to hashtag #DoItRight, #PartySmart or #DrinkSensibly while sharing the videos to create a stronger ripple effect for the campaign.
GAB claims that the digitally focused campaign approach for #DoItRight has worked successfully in the past, especially for last year’s Drink Sensibly festive campaign. The 2014 campaign garnered more than 3.8 million impressions, 79,000 clicks over a relatively short period of two weeks.
In conjunction with the #DoItRight viral video festive campaign this year, GAB will also be working on the ground with selected trade partners to “reinforce key Drink Sensibly messages in 28 outlets in Klang Valley”.
GAB’s Managing Director, Hans Essaadi believes that the importance of educating consumers on responsible consumption is a key part of GAB’s Corporate Responsibility agenda. “We want our employees and consumers to enjoy our brands and have good drinking experiences by drinking moderately and sensibly. We take the issue of responsible consumption very seriously. Our hope is that through our Drink Sensibly campaigns, we can aspire to create a culture of moderation and promote a sensible drinking lifestyle.”
“The #DoItRight campaign is delivered in a light hearted and amusing manner because the intention is not to preach but to engage. This is why this creative campaign depicts familiar scenarios that most people can relate to and is conveyed in a manner that we hope effectively gets our Drink Sensibly messages across. The ability to relate to the scenarios is particularly important from an outreach perspective since social sharing on digital channels is key when it comes to creating viral buzz,” explained Renuka Indrarajah, Corporate Relations and Legal Director of GAB.