Heineken and Le Pub have just launched in Singapore and Malaysia the third chapter of the #workresponsibly platform: “The Ghosted Bar”.
With the term ‘Ghosting’, typically used for dating, Heineken wants to highlight not only a trend, but also a behaviour towards socialization: ghosting a friend can not only hurt as much as a crush, but it can inficiate your work-life balance. As a matter of fact, in this campaign, a friend stuck in the office is a ghost at the bar, leaving friends hanging out with their ‘ghost’ instead.
Carrying this meaningful message and PR stunt is Global Korean Actor Park Hyung Sik. With a teaser video posted on his IG account, which gathered more than 6.5 million views, he witnessed some paranormal activities happening at the bar — beer glasses moving on their own, chairs sliding across the room. At the same time, a squad of more than 15 influencers from Singapore and Malaysia amplified the teaser content of the K-Drama star by sharing it on their social profiles. After a week, Park Hyung Sik’s post revealed that the spooky activity was all part of the new Heineken’s «The Ghosted Bar» campaign. You can watch the video here.
The campaign, that contains many different activations, will include a « Ghosted Bar » experience in Singapore on 19th April, meanwhile 40 paranormal ‘ghosted bar’ experiences will take place in Malaysia, gently spooking people into working responsibly and not ghosting their friends.
This professional campaign titled 'The Ghosted Bar' was published in Malaysia and Singapore in April, 2023. It was created for the brand: Heineken, by ad agency: LePub. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 6 months ago.