Heineken: When You Drive Never Drink

Heineken, a beer brand, discouraged consumers from drinking before driving in South Africa by targeting drivers near Heineken outlets on the Waze GPS platform and delivering a branded messages and Uber vouchers.

Campaign details

Brand: HeinekenAgency: Vicinity Media & Dentsu Red Star

Strategy

Objective

Globally, Heineken has made it a priority to lead the conversation around the dangers of drinking before driving. In South Africa, 87% of drivers admit that they've driven after consuming alcohol. In a country where drinking before you drive is a norm, how do we change behaviour?

Target Audience

The target audience was South African Waze navigation app users, targeted at three key moments of interaction on the app, as discussed in the creative strategy below.

Creative Strategy

Waze has established itself as more than...

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