When the bars needed to face the pandemic crisis, Heineken helped them with Shuter Ads. A few years later, bar owners needed to face other challenges in Brazil: the biggest energetic crisis the world has ever faced, and other regional problems like unemployment, inflation, and high prices. So, Heineken created a program to help them reduce their energy bills, by redirecting solar energy from our breweries to them. The challenge was to recruit bar owners to the program, once most of them didn't believe in solar energy and thought it was too complicated for them.

We selected bars based where Heineken's green energy was already available. This first step was so important not only for these specific partners, but for all communities around them.

The second step was to map the billboards most exposed to the sun, preferably north facing, because of Brazilian position. So we adapted them to generate energy and plug the Solar Billboards to the bar's electric system. An amplifying video was posted on Heineken social networks showing all other bars they could receive the same energy for free.

To create Heineken Solar Billboards, we used photocell technology to map billboards that were most exposed to the sun and preferably facing north, because of the sun position in Brazil. Then, we substituted their regular boards for solar boards, and connected them to partner bars. The billboard used 36 modules 550Wp and generated more than 58kWh/day (a regular freezer consumes 25kWh in an entire month).

Well, the Solar Billboard was done. The bars were receiving our green energy. The next step was to communicate it.

Our strategy involved geolocated posts and CRM efforts to drive the idea to cities where green energy is available. Organic posts drive the Solar Billboard to all Heineken followers.

Heineken's Solar Billboard went way far than publicizing the Beer Power program. By giving them a taste of Heineken green energy and cooling bottles of Heineken for their consumers, we broke the prejudice many bar owners had against solar energy. We showed how simple and easy to get it was. Thus 100% of the bars connected to Solar Billboards joined the Beer Power Program. More than that, they inspired other bars to join the program: 543 new bars just in one month. The demand increased so quickly that more than 3,000 bars joined the waiting list of the program for 2023. The online video had 40,494,635 impacts and 1,890,373 views.