#CelebrateResponsibly is our Malaysian operations’ annual campaign, advocating responsible consumption in conjunction with Global Be(er) Responsible Day (GBRD). In 2021, the campaign continued for its seventh consecutive year as our nationwide initiative to encourage the responsible enjoyment of beer.
Based on its singular, straightforward call to action of “If you drink, don't drive!”, last year’s campaign was launched in tandem with the reopening of economic and social activities amid the COVID-19 pandemic as we also encouraged dine-in consumption and drove footfall to food and beverage (F&B) outlets.
The campaign ran from 13 November 2021 to 2 January 2022, opportune time as it coincided with year-end festivities such as Christmas and New Year’s celebrations – festive events that are commonly celebrated with alcohol.
In addition, increasing numbers of road users were seen on the interstate roads during these festive events as travelling restrictions were relaxed. Through our campaign, consumers were advised to plan ahead before a night out drinking to avoid drinking and driving and to opt for safer alternatives like e-hailing, chauffeur-on-call services and designated drivers. For consumers, one incentive for behavioural change regarding drinking and driving is the availability of subsidised and discounted rides.
With this in mind, we continued our partnerships with e-hailing providers such as Grab, Riding Pink and Airasia ride – not forgetting chauffeur on-call service providers Lailah and Buddy Driver. By simply using the promotional code CELEBRATERESPONSIBLY, 1,566 discounted rides were redeemed throughout the 1.5-monthlong campaign, in collaboration with over 3,000 Carlsberg Malaysia-affiliated bars, bistros and restaurants.
Alternatively, by using the same promo code, consumers were entitled to one hour free with Buddy Driver on the TREVO app or 10% off on Lailah’s chauffeur-on-call services. Through a series of digital content and videos, we drove awareness and education on the consequences of driving under the influence, as well as advocated ridesharing and chauffeur on-call services. Our collaboration with media and content creators helped us to reach more than 1.1 million viewers digitally.