The brand’s latest campaign confronts the reality of “workplace ghosting” and emphasizes maintaining a healthy work-life balance.
Here’s a not-so-fun fact: recent survey identified work-related commitments as the top reason why Gen Zs and young millennial employees in Singapore “ghost” their friends—either on occasions, gatherings, night outs, or simple life updates. What’s even more alarming is that this overworking culture is slowly seeping into the country’s identity, making it even more crucial with today’s growing mental health concerns.
HEINEKEN®, a brand that has always stood for creating shared connections with others, aims to address this issue with its latest campaign, Work Responsibly. Together with global South Korean actor Park Hyung-Sik, this highlights Singapore’s overworking culture and emphasizes the importance of keeping a healthy work-life balance.
Here’s What You Have to Know About “Workplace Ghosting”
In today’s hyper-connected world, employees are under constant pressure to be available all the time. Left uncontrolled, this scenario leads to overwork. In the report made by MOM (Ministry of Manpower), it was found that employees in Singapore tend to work an average of 44.3 hours per week in 2022. To further understand the impact of work on the social lives of employees, particularly Gen Zs and millennials, HEINEKEN® conducted a follow-up study. The results showed that 88% of the respondents recognized the positive effect of work-life balance on their social lives.
For certain, you’ve already heard of ‘ghosting’. While such a term is commonly associated with dating in Singapore, the trend of friendship ‘ghosting’ is on the rise. As per the latest YouGov survey, as commissioned by HEINEKEN®, it was revealed that work commitments (49%) and family commitments (33%) are the top reasons why Singaporeans end up ‘ghosting’ their friends. On the other hand, 79% acknowledged the importance of having a social life outside of work, while 44% admitted to ‘ghosting’ their friends. Aside from that, among those who show up for social activities, 43% of them admitted that they usually arrive late—still because of work.
HEINEKEN®’s #WorkResponsibly Campaign: “The Ghosted Bar”
In a creatively woven video released by HEINEKEN® for its #WorkResponsibly campaign, actor Park Hyung-sik depicts a paranormal occurrence within a bar setting. The intention behind this imaginative approach is to pique the audience’s attention and lead them toward the campaign’s tongue-in-cheek tagline, which duly emphasizes how a friend who has been consumed by work may end up like a ghost haunting the bar.
Last April 19, at the No. 5 Emerald Hill in Singapore, Heineken® Silver hosted “The Ghosted Bar” event to encourage individuals to take some time to socialize with their friends—and somehow make them realize that there is still life beyond the working hours. In the said event, attendees were able to experience a range of ‘paranormal’ themed activities, which included generating and interacting with a ‘ghost’ of their friends who is still stuck at work and was not able to join the event.
Those who attended the event were also provided with Heineken® Silver’s Ghost Generator for them to send their friends a personalized message with a spooky GIF—to remind them to leave work on time and join the event. Those who managed to successfully bring their friends were able to enjoy a free pint of Heineken® Silver each. Capping off the night, stand-up comedian Jinx Yeo performed a light-hearted entertainment segment.
When was the last time you went out with your friends? Hopefully, you’re not the ‘ghost’ friend. Remember that joining your friends for a night out after work (or just to chill or have dinner) can be a great way to unwind, destress, and build stronger relationships. This is a perfect opportunity to have fun, explore new places, and create lasting memories.
Note that taking a break from work and socializing can help improve your mental health and well-being. So, why not join your friends for a night out and enjoy the many benefits of it? Don’t forget to tag along HEINEKEN® for some refreshing vibes. Cheers!
Photo credits: Asia Pacific Breweries Singapore