Ditch your car keys and join the virtual conga line to get home safely after drinking alcohol

Conga.jpgIn line with the latest responsible drinking television commercial being rolled out in the region this year, Asia Pacific Breweries (APB) has appointed Yolk (a Grey Group Company) as its creative and digital agency to launch 'Endless Conga', a regional digital campaign aimed at reinforcing the message of responsible drinking by promoting the positive habit of using alternative transport, as opposed to driving, to get home safely after alcohol consumption.
Modelled after APB's responsible drinking TV commercial, Train, the Endless Conga invites the public to ditch their car keys and join the virtual conga line to get home safely.

To participate, the public can simply upload a photo using a real-time photo booth on the Endless Conga website to join and form the longest conga line in the history of the Internet. Attractive prizes ranging from Adidas sport watches to Lomo cameras and iPads will be given away as the conga line hits specific milestones.

"Endless Conga is a fun and engaging way to champion a serious but important message of responsible drinking. While APB takes great pride in the beer we produce, it is of equal importance that we encourage our consumers to enjoy them responsibly at all times. We are today excited to take the lead in rallying our consumers and stakeholders across Asia Pacific region to join us and take a stand to support responsible alcohol consumption," explained Mr. Roland Pirmez, CEO, Asia-Pacific Breweries Limited.

Joining APB management and staff to do the "Conga", 'Yolkers' from Singapore and regional offices have jumped in the line with photos of themselves, their family, friends, and pets to support the cause of responsible drinking.

"We are very proud to be involved in a cause that we are keen advocates of", stated Mr. Benjamin Tan, Chief Executive Officer, Yolk. "The Endless Conga is intended to be a vehicle to educate consumers through the creation of a casual and open environment - one in which they can discuss this very important message while still having fun."


James said:

May I know what is the title of the song in the ad? Thanks.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.