Seven out of ten Argentinians work long hours at their jobs. More people in the office means fewer people at the bar. The goal of "The Office Cleaners" was to increase beer sales in all the bars near the offices.

Feeling burnt out and staying late in the office meant that after-work drinks with colleagues became a dying tradition. In fact, bar owners lamented 25% loss in revenue because workers aren’t doing post work drinks anymore.

As the first drink of the evening, Heineken was most affected by the culture of overwork. Working late meant that people were skipping post work drinks, thus skipping the main consumption occasion for Heineken.

Heineken had a role to play in protecting social life from overworking - not just from a brand purpose perspective, but it also made sense from a business perspective.

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.

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)

In the culture of overwork people would often lose track of time. They needed a reminder to leave work and go to the bar to meet their friends.

We discovered a powerful sign that shows up in every office at late hours: the cleaning staff.

Insight: “If you see the office cleaners, it’s time to see your friends”.

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)