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...