Background

Situation: Over the years Heineken has been telling people to never drink before driving. Brief: With the launch of its 0.0% alcohol beer in Singapore, we had to convince the drivers of one of the strictest cities in the world that now they can drink before getting in their cars. Objectives: Make Singaporean Drivers taste Heineken 0.0 for the first time. Scale and Volume: 10.000+ trials in 2 weeks.

Describe the creative idea (40% of vote)

Brand relevance: Heineken is well known in the market but its 0% alcohol beer is completely new to our target. Target audience: 25+ year-old drivers

Describe the execution (40% of vote)

We created a beer fridge that can only be unlocked by car keys. Shaped with the same materials and equipped with the same technology as the modern car doors, the fridge’s motherboard detects the frequency sent by the keys (from any brand) and automatically unlocks. Making it accessible only for drivers. A few other car features like a side mirror and a front grill were also incorporated to design. To communicate its arrival and build expectation, we created a teaser video using the same visual language of the car launch commercials. Last but not least, we placed the fridge in strategic places like parking lots, car dealerships, public parks, business centres and shopping malls, inviting drivers for a beer in the moment they least expected: right before getting in their cars.

List the results (20% of vote)

S$621.000 in PR value 100.000+ trials in 2 weeks. 91% Awareness Achieved