CellarFiesta 2025 is Singapore’s first and largest alcohol festival, bringing together over 160 brands of whiskies, wines, gins, sake, and more. To boost festival awareness and encourage sign-ups, a campaign was launched offering free admission to attendees who registered as a Cellar Reward member.
Objective
In July, our aim was to increase event awareness and registrations for CellarFiesta 2025 by promoting the campaign on the SG Best Nightlife. With its engaged base of nightlife enthusiasts, party-goers and F&B explorers, the channel was the ideal platform to reach audiences most interested in festivals, alcohol tastings, and social events.
Key Messages to Bring Across
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Free Entry: Highlighted the core hook of free admission by signing up as a Cellar Reward member, reducing the barrier to entry while building the brand’s loyalty database
- Festival Experience: Positioned CellarFiesta as a one-of-a-kind alcohol festival in Singapore, featuring over 160 international and local brands across whiskies, wines, gins, sake, and more
- Exclusive Goodie Bags: Created urgency by spotlighting the first 500 attendees daily perk, driving earlier arrival and registrations
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Telegram Post
We crafted a concise, eye-catching post emphasizing the unique festival experience and exclusive free entry, paired with a strong call-to-action.
Results
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High Click-Through Rate: The campaign post delivered above-average CTR, proving that the combination of free entry and exclusive perks was highly attractive to the nightlife and F&B audience. View campaign report (refer to attached).
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Extended Organic Reach: The post generated over 100 forwards, spreading organically across other groups and chats, which further amplified reach beyond the main SG Best Nightlife channel.
- Buzz and Anticipation: The festival’s unique positioning as Singapore’s largest alcohol event created pre-event buzz, with users expressing excitement around both the breadth of alcohol brands available and the limited goodie bag incentive.
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Takeaway
This campaign demonstrated that pairing a compelling incentive (free admission + exclusive perks) with strategic placement in a highly relevant Telegram channel can effectively drive registrations and build excitement ahead of an event. By tapping into the lifestyle and nightlife interests of the audience, CellarFiesta 2025 established itself as a must-attend experience, proving the power of targeted digital campaigns to spark both action and anticipation.
