In Singapore, beer is the indisputable king of beverages. Cider, meanwhile, is still very much a niche drink. It isn't as well established as it is in Europe, and for a relatively new entrant like Magners, going up against well-established beer brands with massive market shares meant that we had to do things differently.

In 2016, Magners became an official partner of Laneway - a music festival that is renowned for attracting the 'hipster' crowd.

Magners saw an opportunity to connect with an audience that is well known for being into non-mainstream stuff. So we were tasked with building that connection by leveraging Magners' sponsorship of Laneway Festival. Our immediate objectives were to give away tickets to the festival in an engaging manner, as well as to maximise sales of Magners on the day of the event.

Axl is a twenty-something hipster recoiling from a bad break up. He realises that he is not alone - hipsters everywhere are having a hard time finding true love.

So, he comes up with a breakthrough idea. It's called Tinster – a new dating app designed by and for hipsters.

We learn about how Axl came up with the idea, what features he created to make it appeal to his target market, and what users are now saying about the app.

(Spoiler alert: it's actually all a parody. Sorry, bearded ones.)

On January 18th, 2016, the video went live on YouTube and was promoted on Facebook via the Magners Asia Facebook page. The video was also promoted by key opinion leaders, including SMRT Feedback (a famous Singaporean humour group), bloggers and by multiple publications in Singapore and beyond.

At the end of the video, users were directed to a website, www.tinster.co, where they could sign up for a 'beta test'.

When users logged on to the site, they took part in a simple test, whereby they filled in their personal details and selected from a list of typically-hipster interests. On the back-end, every time a male and a female with similar interests signed up, they were matched together. On January 28th, the beta test closed, and 5 lucky couples won blind dates to Laneway, with tickets courtesy of Magners.