Imagine wanting to reach your vacation destination and getting stuck in the toll traffic. To make things worse, the temperature is almost 40 degrees hot. This is what many Brazilians face every summer. But this year, Heineken found an unexpected solution to this problem: ice-cold beer.
That's right. Heineken turned every Heineken 0.0 beer into a payment method to open road tolls across Brazil during the whole summer. All drivers had to do was show a Heineken 0.0 beer and get its barcode scanned. OOH and gas station banners in the roads promoted the project. Geolocated ads on Waze and Spotify made sure drivers knew where to buy 0.0. And influencers spread the word on the most popular social platforms.
That's right. Heineken turned every Heineken 0.0 beer into a payment method to open road tolls across Brazil during the whole summer. All drivers had to do was show a Heineken 0.0 beer and get its barcode scanned. OOH and gas station banners in the roads promoted the project. Geolocated ads on Waze and Spotify made sure drivers knew where to buy 0.0. And influencers spread the word on the most popular social platforms.
0.0 BARRIERS
Turning Heineken 0.0 into a payment method for road tolls.Role: Creative Director, Copywriter
Creative Team: Marcelo Vaz, Vinicius Biss, João Eustachio, Mauro Elton.
