Heineken at F1:
When You Drink, Never Drive
Enjoy Responsibly Day (ERD), which was held on 16 Sep 2016, coincided with the first day of Singapore F1 Night Race. What better way to commemorate this with an activation at the race itself?
With Heineken’s campaign of When You Drive, Never Drink, we drove home the message of enjoying responsibly to our consumers. At our “speed selfie” booth, consumers were asked on how much they have drunk and whether they’ve driven to the F1 site. Their photo will be treated with a blurry filter according to the amount of drinks they’ve declared to have had, to simulate the effects of overconsumption. Consumers who drank and drove were given a $10 off their next Uber ride back home.
We’ve taken 359 photos, with 191 declaring that they’ve drunk. A total of 333 Uber codes were given away.