Cannes Lions

Driver's Fridge

PUBLICIS SINGAPORE / HEINEKEN / 2020

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Overview

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Credits

Overview

Background

Situation/Brief:

To launch its 0.0% alcohol beer in Singapore, Heineken faced an interesting challenge: convincing drivers from the world's strictest country that now they can have a beer before driving.

Objective:

Trial / Awareness

Idea

We created a beer fridge that can only be opened by car keys. Built with the same technology and shape of the modern car doors, the fridge detects the frequency sent by the keys and automatically unlocks. No matter which car you own.

To make things even more interesting, we also incorporated a few other features like a rear-view mirror and the famous alarm sound when the door is unlocked.

Strategy

Since our primary target was drivers, the Driver’s Fridge was taken to strategic places like Public Parks, Parking lots, Car dealerships and Business centers to surprise drivers when they least expected to be offered a beer: right before getting in their cars.

Approach:

When our target pressed their keys to unlock their cars, the fridge would send a loud beep and unlock, calling people's attention.

Call to action:

Now you can before driving.

Execution

Implementation / Placement:

The Driver’s Fridge was taken to strategic places like Public Parks, Parking lots, Car dealerships and Business centers to surprise drivers when they least expected to be offered a beer: right before getting in their cars.

We also used social media, to launch a tease video in a "Car Launch Style" and to invite people to come meet the fridge.

Timeline:

The Driver's Fridge was a valuable asset used in special occasions (example: F1) throughout the 9 month Heineken 0.0 launch campaign in Singapore.

Scale:

5 fridges were built.

Outcome

More than 10.000 trials and 91% awareness within the 9 months launch campaign.

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