NAPEX: THE PARTY LIFESAVER

Credits & Description:

Category: Charities, Public Health & Safety, Public Awareness Messages

Advertiser: NAPEX MARKETING

Product/Service: JAZ BEER

Agency: CREATIVE JUICE-SIL

Date of First Appearance: Sep 27 2010

Entrant Company: CREATIVE JUICE-SIL, Kuala Lumpur, MALAYSIA

Executive Creative Director: Sa'ad Hussein (Creative Juice-Sil)

Creative Director: Joseph Anthony (Creative Juice-Sil)

Art Director: Wong Kai Ming (Creative Juice-Sil)

Copywriter: Neo Ming Yi (Creative Juice-Sil)

Graphic Designer: Kann Lee (Creative Juice-Sil)

Graphic Designer: Tay Mee Kah (Creative Juice-Sil)

Production Manager: Valerie Chan (Creative Juice-Sil)

Photographer: Loh Lin Shan (Image Rom)

Media placement: Premium - Night Spots - 23 December 2010



Describe the brief/objective of the direct campaign.

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.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

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’.



Explain why the creative execution was relevant to the product or service.



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 results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

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