The Heineken 0.0% Drive Thr0.0
How we put Heineken 0.0 centre stage at Electric Picnic Festival
THE CHALLENGE
Heineken Ireland wanted to get people talking about Heineken 0.0 at Electric Picnic Festival. There is a lot of brand noise surrounding the event and it is particularly difficult for a non-alcoholic beverage to capture people’s attention at a festival.
We developed a campaign platform that rewarded the unsung hero of the Electric Picnic Festival... the designated driver. We then created the ultimate drive thru experience for the drivers who are often overlooked at the festival.
In doing so we created a remarkable experience that delivered an unfair share of voice for Heineken 0.0 before, during and after the festival.
THE REMARKABLE EXPERIENCE
We knew that for people driving down to Electric Picnic there is always the discussion as to who is going to be the designated driver. It’s not exactly the thing that anyone wants to do. Everyone is excited for what lies ahead, getting ready for a great weekend and possibly (more than likely) everyone except the driver is having the odd drink in the car to kick start the festivities. We wanted to reward the sound people who were driving, so it wasn’t just the passengers or people drinking having the fun. We took the core comms from the brand and showed the consumer that “Now You Can” enjoy yourself, have a Heineken 0.0% drink and drive your friends to the festival while still getting involved in the festivities.
From this we created the Heineken 0.0% Drive Through. The pit stop saviour for the designated driver to take a break, play some games, get some merch and win VIP camping ticket upgrades.
Our campaign strategy was phased out over three stages:
1. ATTRACTION:
Even though we selected one of the busiest locations possible to host the drive through and one of the last petrol stations before getting to the festival we still felt we needed to do a job getting people to it so as to maximise our results. The media campaign kicked in with information about the Drive Through in national digital publications and showed what you could win if you attended (VIP Campaign Upgrades). This was then supported with banner ads before and throughout the activity.
2. LIVE:
From billboard style signage on the motorway to a fully branded station takeover we created the Heineken 0.0% Drive Through. To act as our full drive through experience we print wrapped a shipping container so cars could drive past and receive their sample cans of Heineken 0.0%. On site we brought the experience to life with a DJ playing music, brand ambassadors handing out merchandise, we developed and built a spin the wheel game where we were giving away prizes such as free fuel, VIP camping upgrades, and festival tickets. In addition we engaged with 20,000 consumers and sampled 12,500 of them.
Although we staged out this activity across pre-live-post, the live experience of this activity brought the whole campaign to life. It gave us a platform to speak to festival goers at a prime location and time so as to maximise our impact with them and then also give them a lasting memories through prizes and merchandise they could use at the festival and share with their friends.
3. AMPLIFICATION:
To further amplify this event we reached out to media and influencers who we knew were attending Electric Picnic to offer them fuel and festival packs for the weekend. This led to further event awareness and brand love.
THE IMPACT
The campaign smashed all KPI’s and metrics and gained earned media awareness through the unique experience. Most importantly we put Heineken 0.0 front of mind for a festival audience.
+30k Engagements
+12.5k Samples
