"The Office Cleaners" is a project with a very specific and hard-to-reach target: employees who work in the office beyond their working hours. The entire creative idea is designed to reach them exclusively. Thanks to a partnership with the 7 largest cleaning companies in Argentina, office cleaners, who enter the offices after 8 pm, became the perfect reminder for people to leave work and go have a beer with their friends in nearby bars.

According to research conducted by the ADP Research Institute, workers worldwide work an average of 9.2 hours of unpaid overtime per week. This is a significant issue in Argentina, where 81 percent of people report working too much, particularly compared to pre-pandemic times. Despite the well-known consequences of overworking, many workers continue to sacrifice their personal time and work every night. To promote a healthy work-life balance and emphasize the importance of socializing rather than overworking, Heineken has requested to launch the next campaign for the #workresponsibly platform.

To remind Argentinians working late that it was time to leave the office and enjoy their night out with their friends, Heineken used the only “media” able to reach employees stuck at work at night: the night office cleaners. Thanks to a partnership with the 7 biggest corporate cleaning companies, cleaners in Argentina spread Heineken’s work responsibly message, inviting workers to go to the closest bar to enjoy a free beer with their friends. Scanning the QR codes on Cleaner’s vests and tools, workers got to select their bar and the app generated a special voucher with a very short expiring time, so to push them to immediately leave the office.

With #workresponsibly, Heineken continues to protect social life by challenging the culture of overworking.

Working late at night is particularly prevalent in Argentina, where people start work late and finish even later. 81% of people report working too much vs before the pandemic, missing out on important socializing moments. (Source: Trendsity, August 2022)

And one of the clear signs of staying too late in the office is the moment when you see the cleaning staff.

That is why office cleaners, a usually misrepresented category, became Heineken’s spokespersons.

Heineken partnertnered up with the 7 biggest corporate cleaning companies, covering 83% of the private sector offices. The office cleaners had simple QR codes printed on their vests and their equipment that gave away vouchers for free beers for workers and their friends in bars close to the office.

Partnered with the 7 biggest cleaning companies in Argentina, covering 83% of Argentina's private sector offices.

More than 7000 QR codes redeemed in the first week.

1200 bars joined the initiative.

25.5 mil people impacted on all channels.

Brand favorability post-exposure Heineken experienced a positive 7% uplift.

Heineken became the beer brand most associated with supporting work-life balance.

It grew by 35% on key indicators: “stands for work-life balance” and by 36% on “bringing people together”.

Working late is a global issue in offices across the globe. But it’s particularly prevalent in Argentina. Here, the work culture is to come in late to the office, and leave even later in the night.

With the post-covid return to the office, the culture of staying late was back in force, with 97% of Argentinian employers having returned their staff to the office (Source: Adecco Argentina 2022).

In this context, a staggering majority (81% of Argentinians) felt like victims of overworking, missing out on important socializing moments. (Source: Trendsity, August 2022)