Results and Effectiveness

Because there was no fear of embarrassment or rejection, confidence was booming amongst guys, and the ladies were pleasantly surprised with a cheeky but fun way of socializing. They bought on average twice as much beer as they did without the Bottle Message app because of how the app worked. All this with a zero investment in media, and simply using Harry’s own charm and hospitality.

Creative Execution

To make people more social at the bar, and subsequently increase beer consumption, we created a unique QR CODE APP that allows people to easily start conversations anonymously with anyone at the bar. Turning a plain beer bottle into a new communication medium. HOW DOES IT WORK? Step 1: See someone you like at Harry's? Buy a beer with the Bottle Message Tag. Step 2: Scan QR code in the necktag to write/draw and send a message. Step 3: Flip the same bottle tag to the other side, and buy him/her a beer bottle. Get waiter to send new bottle over. Step 4: Receiver scans QR code in the necktag to read and reply to the message. Step 5: Private conversation between both users starts, and continues outside of the bar.

Insights, Strategy and the Idea

THE CLIENT: Harry’s Bar. THE CHALLENGE: Increase beer sales during Happy Hours at Harry’s Bar. Find a unique way to bring people together at Harry’s. THE OBJECTIVE: Turn Harry’s into a place to meet new people, and subsequently increase beer consumption. THE FACT: Singaporeans are rather shy in initiating a conversation with someone they’ve never met. Especially when its someone from the opposite sex. So in many cases they just stick with those whom they came with. However, when it comes to social media, Singaporeans are quick to comment or participate in. SOLUTION: Bottle Message. An interactive communication tool that helps people easily start conversations anonymously with anyone at Harry’s Bar. No fear of rejection or embarrassment attached.