Publicis Creates Key-Operated Beer Fridge To Promote Heineken 0.0 To Drivers

Publicis Creates Key-Operated Beer Fridge To Promote Heineken 0.0 To Drivers
B&T Magazine
Edited by B&T Magazine
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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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Driver's Fridge Heineken 0.0 Publicis Singapore

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