Convincing Singaporeans that they can enjoy a beer before driving in one of the world’s strictest cities seems like a tall order. But Publicis Singapore came up with a witty solution.
The team designed a unique beer fridge, known as the Driver’s Fridge, with the same features and technology of a modern car door.
It can only be opened with car keys, with the fridge detecting the frequency sent by the car keys and automatically unlocking. The Driver’s Fridges were taken to prime locations around Singapore like Orchard Road and Clarke Quay.
Doing this ensured that only drivers were allowed to knock back a cold one with the new, alcohol-free Heineken 0.0.
The new non-alcoholic lager is made from water, malted barley, hop extract, and yeast along with a natural flavour, ensuring the same fruity notes of a regular can of Heineken, but with a soft malty body with half the calories.
“The idea was to surprise drivers when they least expected to be offered a beer: right before getting in their cars”, Axel Grimald, executive creative director, Publicis Singapore, explained.
“To call people’s attention, we also incorporated a few other features like a rear-view mirror and the famous alarm sound when the door is unlocked.”
With the help of the fridge, Heineken 0.0 reached 350,000 liquid to lips, 91 percent awareness, and 59 percent trial within the nine-month campaign. Most significantly, the Driver’s Fridge managed to drive home the message that with the new Heineken 0.0, you can now drink before driving.
Credits for the campaign are as follows:
Agency: Publicis Singapore
Executive creative director: Axel Grimald
Creative director: Ivan Loos
Creative director: Henrique Zirpoli
Creative director: Iu Lalueta
Senior art director: Bruno Andrade
Associate creative director: Vai Subramaniam
Executive vice president: Donatien Souriau
Senior account director: Matthieu Morteau
Senior account executive: Kinzah Iqbal
Agency producer: Daniel Ho
Fridge development: Razorfish Singapore
Senior VP: Rakesh Bhandari
Brand partner: Zaveed Husref
VFX production company: Heckler
Production company: Prodigious Singapore
Editor: Pauline Toh
Editor/motion graphics: Elaine Villanueva
Audio House: Sonido
Composer: Lucas Dusque
Featured image source: YouTube/Publicis Singapore
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