|Title||HEINEKEN DRIVER'S FRIDGE|
|Product / Service||HEINEKEN 0.0|
|Category||A01. Fast Moving Consumer Goods|
|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|
The Driver's Fridge is relevant for PR because it was not only an innovative way to attract its main target audience (Singaporean drivers) in a real life activation, but also to gain the general public's attention in Globally through spontaneous media coverage and social media interactions.
BRIEF: To launch its 0% alcohol beer in Singapore, Heineken faced an interesting challenge: convincing people from one of the strictest countries in the world that now they can have a beer before driving. OBJECTIVES: Generate trial and interest in the New Heineken 0.0
The Diver’s Fridge. A beer fridge that can only be opened by car keys. Built with the same technology of the modern car doors, the fridge detects the frequency sent by the keys (any brand) and automatically unlocks. To call people's attention, The Driver’s Fridge was taken to strategic places like public parks, parking lots, office buildings, car dealerships, surprising drivers when they least expected to be offered a beer: right before getting in their cars.
Insight: With so many regulations, laws and restrictions, Singaporeans are prohibited to do many simple things. But, with the new Heineken 0.0, surprisingly, now they can drink before driving. We just needed to convince the drivers of one of the strictest cities in the world to do that. For the first time, a beer brand offered drivers a beer when they were about to get in their cars. Key Message: "NOW YOU CAN DRINK BEFORE DRIVING." Target audience: Singaporean Drivers / men and women. To implement our strategy we created special beer fridges and social media posts to invite our audience to unlock them using their car keys.
Implementation: Our PR strategy consisted of two phases: real life activation and the media coverage. Our message was pushed not only by the fridge itself, which carried the concept on its door, surprising drivers right before getting in their cars, but also by targeted posts on social media, inviting drivers to try their keys in one of our fridges and taste the new Heineken 0.0. On phase 2, we applied the same premise used on the drivers to attract other media channels: the element of surprise. It didn't take long for them to hook their audience saying Heineken was offering beers to drivers right before getting behind the wheel, to only explain later that it was all about a zero alcohol drink. Timeline: The Driver's Fridge was aired for two weeks. Scale: Real life activation aired in Singapore with global spontaneous media coverage.
With the help of the fridge, Heineken 0.0 reached 350,000 liquid to lips, 91% awareness and 59% trial within the 9 months launch campaign. The Driver's Fridge was ranked one of the top 100 interactive trends in 2020 according to TrendHunter.com. It was also featured in other specialised media platforms like Design Taxi, AdAge, The Drum, among others.