SINGAPORE – Thirsting for a cold one before driving? Hold our beer. Trying to convince a whole country that they can enjoy a can of beer before hopping into their cars seemed like a tall order. To answer the brief, Heineken & Publicis Singapore came up with a solution: The Driver’s Fridge.
“Heineken 0.0 opens up new drinking occasions. And to launch it in Singapore we needed a high impact idea to show beer lovers they can enjoy a beer when they never thought of having one”, explained Faye Wee, APBS Marketing Director.
The team designed this unique beer fridge with the same features and technology of a modern car door. The fridge can only be opened with car keys -- the fridge detects the frequency sent by the car keys and automatically unlocks. This ensured that only drivers were allowed to knock back a new Heineken 0.0 – guilt-free. The Driver’s Fridges were taken to prime locations around Singapore, like Orchard Road and Clarke Quay.
Heineken 0.0 is brewed with Heineken unique A-yeast and natural ingredients; ensuring the same fruity notes of a regular can of Heineken, but with a soft malty body and half the calories.
“The idea was to surprise drivers when they least expected to be offered a beer: right before getting in their cars”, explained Axel Grimald, Executive Creative Director, Publicis Singapore. “To call people’s attention, we also incorporated a few other features, like a rear-view mirror and the famous alarm sound when the door is unlocked.”
“We were very optimistic, but could never imagine that a fridge filled with zero-alcohol beer could get this much attention.” concluded Faye Wee. With the help of the fridge, Heineken 0.0 liquid reached 350,000 lips, 91 per cent awareness, and 59 per cent trial within the 9-month campaign between March 2019 and November 2019. Most significantly, the Driver’s Fridge managed to drive home the message that with the new Heineken 0.0, c.