Singapore – Heineken has turned an office lift in the city’s financial district into a pop-up bar, kicking off an afterwork campaign with a surprise that caught hundreds of workers between floors.
The beer brand staged the activation on 1 April at One Raffles Quay, where 384 office workers were served a chilled Heineken during their ride down at the end of the workday.
The lift, typically part of the daily grind, doubled as a makeshift bar at 5:30pm. Inside, Singapore-based livestreamer Denise Teo handed out beers as doors opened to commuters expecting a routine descent.
“I just ended a long meeting, so being treated with a Heineken in the lift was a nice surprise,” said Dylan Tan, an office worker in the building.
He added, “I could also see everyone’s mood instantly lift and people started saying cheers with one another.”
The move forms part of Heineken’s wider “afterwork” push in Singapore, aimed at tapping the moment when office workers shift from deadlines to downtime—often before they leave the building.
“As a brand that champions quality socialising, this stunt brought people together in the most unexpected setting, reminding them that the first sip of Heineken they’ve been waiting for after work is closer than they think,” said Gemma Goh, Marketing Manager at Heineken Singapore.
She added, “It’s also a nod that social connections don’t have to be complicated, sometimes, all you need is a little spontaneity and a refreshing Heineken to kickstart everything.”
The stunt will be followed by a broader campaign rollout, including “The First Sip House”, a pop-up experience running from 7 to 16 May, where visitors can book entry via Klook
