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.

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.

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