Our insight was that Singapore is one of the only countries that never switches off from work, even at the year end. In fact, things ramp up even more. So we thought wouldn't it be great if Heineken was the catalyst for enjoyment at the end of year? Research indicated that a vast majority of potential drinkers were working professionals, so a more work focused activation would be ideal to build a movement to relax at the year end. From there, the creatives drank as many Heinekens as possible and come up with an activation that was unexpected, engaging and memorable.

Every night, the Heineken Touch Maze ran out of Textured Cans, such was the demand to experience the event.The campaign exceeded all objectives on a brand and commercial level:Worth paying more for: 51%, up 9% – 5% above target*Innovative brand: 48%, up 2%* Leading International beer: 50%, up 5% – 2% above target*Campaign likeability: 62% either liked it or liked it very much*Strong brand association: 94% (above the average of 92%)*Attractive packaging: 51%, up 6% from previous month*Actual sales for the 33cl can exceeded target by 25%.* Source: TNS MLBT Brand Tracker