Heineken and Publicis Singapore introduces “The Driver’s Fridge”
Heineken's driver's refrigerator is said to convince the country that they can enjoy a can of beer before getting in their car
Fancy catching a cold before driving? Hold on to Heinekens Beer. Trying to convince an entire country that they could enjoy a can of beer before getting in their cars seemed like a huge challenge. To answer the letter Publicis Singapore has found a solution: the driver's refrigerator.
The team designed this one-of-a-kind beef refrigerator with the same features and technology as a modern car door. The alcohol brand refrigerator can only be opened with car keys – the refrigerator detects the frequency sent by the car keys and unlocks automatically. The Driver & # 39; s Fridges have been brought to prime locations in Singapore such as Orchard Road and Clarke Quay.
This ensured that only drivers with the new Heineken 0.0 were allowed to hit back a cold one – without feeling guilty. The Heineken 0.0 is made from water, barley malt, hops extract and yeast together with a natural taste. Ensures the same fruity notes as a regular can of Heineken, but with a smooth, malty body with half the calories.
"The idea was to surprise the drivers when they least expected to be offered a beer: just before they got into their car," said Axel Grimald, Executive Creative Director of Publicis Singapore. "To get people's attention, we've also included a few other features like a rearview mirror and the famous alarm sound when the door is unlocked."
With the help of the refrigerator, Heineken 0.0 achieved 350,000 liquid to the lips, 91 percent awareness and 59 percent test within the 9-month campaign. Most importantly, the driver's refrigerator was able to drive home the message "Now you can have a drink before you drive" with the new Heineken 0.0.
