HEINEKEN launched its global Formula 1 partnership with the message “When You Drive, Never Drink.” By showing our commitment to responsible consumption, we want to drive positive change and use the power of our brand to make moderation cool. Be the only and first brewery not just teasing people by reject its own product, but also rewarding who do it. That's what we did. We went to HEINEKEN exclusive bars looking for responsible drivers. We, secretly, put people to the test and those who could resist a HEINEKEN, offered by our undercover waiter, because they were driving, won a lifetime experience: a fast lap on the Brazilian GP track with F1 legend Jackie Stewart on board a supercar. The experience was so unique that it became a social video with more than 17 million views to promote a powerful anti-drink driving message in a fun and engaging way.

Two months of preparation. Three days of live social experiences and filming. Three simultaneous locations were running every day. Dozens of hidden cameras and microphones. A customized car specially prepared for the activation and on the top of all this, Sir Jackie Stewart, triple Formula 1 champion, and global personality. After recording the event, our new challenge was how to deliver this content to a demanding audience, reaching millions of Heineken consumers before the Brazilian F1 GP.

With only 230k we had 33 million views. 6X Scotland’s population. Where Jackie was born.

Heineken generated 5x more online conversation than any other brand, while achieving numbers such as:

. 124M impacts.

. 246.000 likes.

. 17.247.923 views.

. 39.086 shares.

. 29.697 comments (100% positives).

. 80% of those impacted began to associate Heineken to responsible consumption.

From the first contact at the bars or at the brand’s fanpage, thousands of consumers shared how the campaign influenced them towards responsible driving. In addition, the campaign brought Brazilians closer to Formula 1, a passion which had faded since the loss of Ayrton Senna. The Green Drivers is the most watched film ever on Heineken’s responsible consumer platform “When You Drive Never Drink”. And after the GP 92% of people left the GP Brasil without drinking and driving.