THE BRIEF
Heineken wanted to increase consumption and brand preference indicators amongst young Singaporean adults during the festive period. This seemed like a straightforward challenge, given that festive celebrations are natural beer-drinking occasions. However, we noticed that Singaporeans were starting to trade-in real-life get-togethers for interactions on social media – a development that’s being fueled by the relentless pace of life here. In fact, an Experian study found that Singaporeans spend the most time on Facebook in the world, with an average of over 38 minutes per session.

THE SOLUTION
To remind our consumers what the spirit of Christmas was really about, Heineken created the world’s first Christmas tree powered by friendship. In the middle of Singapore’s most popular entertainment zone, we built an 11-metre tall Christmas tree with 48 LCD screens. On Facebook, we allowed users to send greetings to their friends by putting their profile pictures on the tree with a simple message that celebrated the one thing that made Christmas magical – our friendships. When their greeting was broadcasted on the tree, we sent a video of it to the users’ friends. And literally took their online celebrations, offline.

Watch the case study video here

The Social Tree Live @ Clarke Quay

Facebook App for creating your festive greetings


Singapore Book of Records


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