HEINEKEN

When You Drive, Never Drink

With drink driving at an all time high in New Zealand, Heineken was ready to take a bold stance and we were on hand to help.

THE OPPORTUNITY

Drink driving is a major problem in New Zealand, but to truly influence consumer behaviour, Heineken wanted to take a bold stance. The goal was to encourage consumers not to drink Heineken (or any other alcoholic beverage) if they were driving.

CAMPAIGN

We introduced the Heineken Un-sell, while everyone else was pushing their products ahead of the busy Christmas season, we told people not to drink Heineken.

We took over nationwide media on the 4 December, owning OOH, social media, radio, online video, traditional PR, national news websites and the front page of The New Zealand Herald. The campaign was unmissable, making Heineken the number one beer brand for awareness over the holiday period. But to really drive change, we had to go beyond a public service announcement.

Heineken partnered with global behavioural change experts to commission Heineken’s first study into how they could intervene in the decision-making process before someone makes the decision to drink and drive.

WHY WE LOVE IT

The When You Drive Never Drink campaign set out to make real behavioural change amongst New Zealanders, and it worked.

SOCIAL MEDIA
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MEDIA RELATIONS
INFLUENCERS

THE RESULTS

0

8

%

reduction in alcohol-related driving offences in December

0

59

%

ad recall with target consumers

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0

1
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Beer brand equity in New Zealand

124

%
Follower increase within first six months
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