Unleashing the Hero Within: Empowering Electric Picnic’s Designated Drivers with Heineken 0.0

Client

Overview/Summery

Goal
Heineken Ireland sought to create buzz around Heineken 0.0% during the Electric Picnic Music Festival, where non-alcoholic beverages often struggle to gain attention amid intense brand competition.

As part of the campaign, I helped develop a platform that recognized and rewarded the unsung heroes of the festival - The designated drivers - who play a crucial role in ensuring everyone’s safety while still allowing them to participate and enjoy the festivities.

Duration
8 weeks

Agency
Because XM

Tasks

Role & Responsibilities
Creative Director
Designer
Finished artist

Outputs
Ideation/concepts
Fuel station branded takeover
Custom DJ booth design
UI for iPad engagement
Promotional materials/merchandise/swag
Station signage

Tools I Used
Adobe Photoshop
Adobe Illustrator
Adobe InDesign

Grand Prix Winner

APMC AWARDS

Phase 1 – Discovery

Breaking Barriers: Unveiling empathy for non-alcoholic beer consumption

Through gaining insights into consumer perceptions, I successfully developed an empathetic and stigma-dispelling approach towards non-alcoholic beer consumption, breaking barriers and addressing attitudes and beliefs surrounding these beverages.

Revealing Opportunities in the non-alcoholic beer market

Through thorough investigation of the competitive landscape, we gained valuable insights into the non-alcoholic beer market, understanding the direction of competitors' marketing efforts. Our findings revealed a limited number of players in this space, presenting opportunities to differentiate itself and stand out from the competition.

Embracing new horizons: Empowering non-alcoholic beer appreciation

By developing a strategic approach to celebrate and empathize with individuals and situations involving non-alcoholic beer consumption, I seized the unique opportunity to connect with a new audience and dispel the stigma associated with these beverages.

Phase 2 – Research & Define

Tapping into festival goers: Engaging and rewarding designated drivers with Heineken 0.0%

I developed a campaign that engaged and rewarded designated drivers heading to the festival, aligning the brand message with their needs and maximizing exposure for Heineken 0.0%.

Phase 3 – Ideation & Design

Rewarding responsible festival drivers with Heineken 0.0%

I created an exclusive "DRIVE THR0.0" pit stop on the route down to the festival from Dublin, rewarding designated drivers with relaxation, games, and VIP upgrades while promoting Heineken 0.0%.

I designed the live event to entice drivers and position Heineken 0.0% as the ideal choice for an enjoyable and responsible festival experience.

Phase 4 – Delivery/Implement

Heineken 0.0% DRIVE THR0.0 delivers excitement and prizes!

I crafted an engaging iPad roulette UI that heightened audience interaction and distributed an array of enticing prizes to festival attendees. Our offerings included VIP tickets, can coolers, complimentary car washes, branded swag, and, of course, packs of Heineken 0.0%. This initiative was exceptionally well-received among our intended audience.

Results

30k

OVER

FOOTFALL

12.5k

MORE THAN

SAMPLES DISTRIBUTED

WINNER

GRAND PRIX

APMC AWARDS 2020