THE PARTY LIFESAVER

TitleTHE PARTY LIFESAVER
BrandNAPEX MARKETING
Product / ServiceJAZBEER
CategoryB04. Public Service, Charity & Fund Raising
EntrantCREATIVE JUICE-SIL Kuala Lumpur, MALAYSIA
Entrant Company:CREATIVE JUICE-SIL Kuala Lumpur, MALAYSIA
DM/Advertising Agency:CREATIVE JUICE-SIL Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Sa'ad Hussein Creative Juice Kuala Lumpur Sdn Bhd Executive Creative Director
Joseph Anthony Creative Juice Kuala Lumpur Sdn Bhd Creative Director
Wong Kai Ming Creative Juice Kuala Lumpur Sdn Bhd Art Director
Neo Ming Yi Creative Juice Kuala Lumpur Sdn Bhd Copywriter
Kann Lee Creative Juice Kuala Lumpur Sdn Bhd Graphic Designer
Tay Mee Kah Creative Juice Kuala Lumpur Sdn Bhd Graphic Designer
Chin Sin May Creative Juice Kuala Lumpur Sdn Bhd Graphic Designer
Valerie Chan Creative Juice Kuala Lumpur Sdn Bhd Production Manager
Yee Hui Tsin Creative Juice Kuala Lumpur Sdn Bhd Account Director
Loh Lin Shan Image Rom Photographer

The Brief

As a newcomer in the scene, the client was looking for a way to foster brand awareness for Jaz Beer, a locally brewed premium lager beer. The message should be fun and cheeky to speak to partygoers. With Christmas and New Year's around the corner, it would be great timing for Jaz Beer to stand out as a hip advocate of responsible partying.

Creative Execution

The bottle openers serve as a tangible and functional reminder to drinkers to party responsibly during the festive celebrations. As a fun and cheeky premium item, it also carries strong brand relevance to Jaz Beer, hence appealing to the young partygoers. The brand meanwhile is reinforced on both the holder and the bottle opener, without being too pushy with its product. A website address is on the holder to lead recipients to find out more about Jaz Beer on their own accord.

Describe the creative solution to the brief/objective.

Branded bottle openers were produced and given as premium gifts to partygoers in some key nightspots just before a night of partying began. But these were no ordinary bottle openers. The space between the fulcrum and the teeth where the bottle caps are pried open is in a unique shape: an upside down car. To drive the point home, a simple message at the bottom reads, "drink but don't drive'. We named this customised bottle opener "The Party Lifesaver'.

Results

2000 pieces were produced and distributed in pubs. All copies were snatched up in minutes. Passerby approached our distribution team and requested for more of the free bottle openers. Visits to the website doubled in numbers.