Imagine wanting to reach your vacation destination and getting stuck in the toll traffic. To make things worse, the temperature is almost 40 degrees hot. This is what many Brazilians face every summer. But this year, Heineken found an unexpected solution to this problem: ice-cold beer.

In partnership with CCR, the most important highway concessionaire in Brazil, Heineken turned every Heineken 0.0 beer into a payment method to open the busiest road tolls in the country. By using an existing scan technology, all drivers had to do was show a 0.0 beer when going through the tolls. Billboards and banners in gas stations promoted the project at crucial points of drivers' journeys. Geolocated ads on Waze and Spotify made sure drivers knew where to buy 0.0. By creating a promotion that only a zero-alcohol beer could do, Heineken gave drivers the perfect reason to buy a 0.0 beer on the road.

Brazilian roads receive more drivers in the summer than any other time of the year. So Heineken took this insight and connected with our zero-alcohol's main product differentiation to turn the beer into the best option for drivers This is how we arrived at the creative idea to open tolls with Heineken 0.0 beer. We then partnered with CCRS, Brazil's biggest highway concessionaire to make the experience happen in tolls across the country. The project's strategy also included media intelligence, using geolocated ads on Spotify and Waze to impact drivers on the road. Traditional billboards and banners in gas stations at key points of consumers' journey also invited people to participate in the activation.

Heineken changed the whole design of the toll installations to the campaign's visual identity. To make Heineken 0.0 beer pay the tolls, we had the help of CCR, the most important company that coordinates traffic, making the barcodes of beer packages recognizable in the toll system. We then implemented a multi-media strategy to impact drivers on the roads, with geolocated Spotify and Waze ads. OOH and set-ups in gas stations also promoted the project in key points along the road. PR on the most watched TV channels spread the word to the general public. And influencers boosted the conversation with content on social media. 0.0 Barriers suddenly reverberated organically online, contributing to the commercial success of Heineken 0.0 during the summer.

0.0 Barriers generated conversation on the most popular social media platforms like Twitter, TikTok, and Instagram. It also shared the news on important TV channels like Globo, Jovem Pan, and Record. The project then became the most successful promotion during the Brazilian summer, helping improve the brand's perception and sales:

116% sales increase

8M social media reach

32% brand awareness

20% of the daily traffic paid with Heineken 0.0