A drive-through experiential activation to prompt awareness of Heineken 0.0%’s “now you can before driving” proposition

THE CHALLENGE

Challenge of bringing Heineken 0.0%’s “now you can before driving” proposition to life and doing something different to reward all those designated drivers who are driving their friends to Electric Picnic.

THE IDEA

We would create the first ever Heineken 0.0% drive-through along the main festival route to reward those designated drivers with a cold Heineken 0.0% and the opportunity to win some great festival related prizes too!

THE HONEY

From ideation right the way through to delivery we developed and produced the Heineken 0.0% Drive Thr0.0 experience; a full station takeover on the way to Electric Picnic where we celebrated those who were taking one for the team, the designated drivers. We branded the facade of the station with Heineken 0.0’s iconic blue zeros and erected a pit-stop container for the three-day activation. Excited festival goers were entertained by a live DJ and had a chance to get their hands on branded goodies, with the all-important alcohol-free samples for the heroic drivers and those looking for the refreshing taste of Heineken 0.0%.

+BUZZ

How did we really get people talking? We developed and built a spin to win game that all festival goers could play. The top prizes included VIP camping upgrade tickets and VIP festival tickets. Needless to say it wasn’t only designated drivers who got to enjoy in the fun, the Heineken 0.0% Drive Thr0.0 was buzzing throughout the activity.

+30k engagements

+12.5k samples