The Driver’s Fridge
Heineken
Issue 58 | March 2021
Agency
Publicis Singapore
Creative Team
Executive Creative Director Axel Grimald Creative Directors Ivan Loos, Henrique Zirpoli, Iu Lalueta Senior Art Director Bruno Andrade Associate Creative Director Vai Subramaniam
Production Team
Agency Producer Daniel Ho Fridge Development Razorfish Singapore Production Company Prodigious Singapore
Other Credits
Executive Vice President Donatien Souriau Senior Account Director Matthieu Morteau Senior Account Executive Kinzah Iqbal
Date
December 2020
Background
Heineken 0.0 was an alcohol-free beer. To launch it in Singapore, the brand needed a high-impact idea that showed beer lovers they could now enjoy a cold one when they never thought of having one before.
Idea
The Driver’s Fridge was a beer fridge designed with the same technology of a modern car door. Detecting the frequency of the radio waves sent by automatic car keys, the fridge could only be opened by drivers using their key fobs.
Fridges were placed in key locations around Singapore, where drivers were most likely to be headed for their cars.
Other features like a rear-view mirror and the famous alarm sound when the door is unlocked were built in.
Results
With the help of the fridge, Heineken 0.0 reached 350,000 lips, 91 percent awareness, and 59 percent trial within the campaign, driving home the message that with the new Heineken 0.0, now you can drink before driving.
Our Thoughts
Singapore has fierce drink-drive laws. You can be fined up to $10,000 and jailed for a year for a first offence. So, to get Singaporeans to think of this as a beer you could drink anytime, it’s a bold strategy to position it as a beer you can drink at the one time you would never, ever would. As you get in your car. Clever as well as bold.