|Title||HEINEKEN DRIVER'S FRIDGE|
|Product / Service||HEINEKEN 0.0|
|Category||G03. Single-market Campaign|
|Entrant||PUBLICIS SINGAPORE, SINGAPORE|
|Idea Creation||PUBLICIS SINGAPORE, SINGAPORE|
|Axel Grimald||Publicis Singapore||Executive Creative Director|
|Ivan Loos||Publicis Singapore||Creative Director|
|Henrique Zirpoli||Publicis Singapore||Creative Director|
|Iu Lalueta||Publicis Singapore||Creative Director|
|Bruno Andrade||Publicis Singapore||Senior Art Director|
|Vai Subramaniam||Publicis Singapore||Associate Creative Director|
|Donatien Souriau||Publicis Singapore||Executive Vice President|
|Matthieu Morteau||Publicis Singapore||Senior Account Director|
|Kinzah Iqbal||Publicis Singapore||Senior Account Executive|
|Daniel Ho||Prodigious Singapore||Agency Producer|
|Rakesh Bhandari||Razorfish Singapore||Senior Vice President|
|Zaveed Husref||Razorfish Singapore||Brand partner|
|Richard Mayo-Smith||Heckler||Managing Director|
|Fede M.S.Mohr||Heckler||Creative Director|
|Pauline Toh||Prodigious Singapore||Editor|
|Elaine Villanueva||Prodigious Singapore||Motion Graphics / Editor|
|Fred Corazza||Publicis Singapore||Senior Art Director|
In a city where you can be punished for even minor things, we engaged with drivers and inspired trial by challenging them to break the rules by having a beer right before getting in their cars.
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.
A beer fridge that can only be unlocked by car keys.
Target audience: 25+ year-old drivers Approach: Only car drivers, can unlock the fridge and enjoy our new Heineken 0.0 Call to action: With the new Heineken 0.0 now you can drink and drive.
We surprised drivers right before getting in their cars, by placing the fridge in parking lots, car dealerships, Public parks, Business Centers, and Shopping malls. For two weeks, we invited them for a beer at a moment they never would’ve expected. Equipped with the same technology as the modern car doors, the fridge’s motherboard detects the frequency sent by the keys and automatically unlocks to let people try the New Heineken 0,0. Besides this, the fridge also included a few other features like a rear-view mirror and the famous alarm sound when the door is unlocked.
S$621.000 in PR value 100.000+ trials in 2 weeks. 91% Awareness Achieved
The work was designed for a single country/market (Singapore).