Heineken 0.0 x Shell Activation
In general, to promote the launch of Heineken 0.0, increase general public awareness and educate audiences about the new product.
Happening during the same period as Formula 1 Grand Prix, the series of activations was also held at selected SHELL stores, as a means to increase awareness and let consumers sample the drinks. The concept of this campaign leverages on the trending F1 season to execute the campaign in a sleek pit stop style.
What we did
Due to its 0% alcohol, the main target audience were the drivers. Brand ambassadors (females & males) were deployed across the various SHELL stores, dressed up as pit-stop crews. With props such as lollipops that says “GET IT NOW” & tool kit box containing Heineken 0.0 bottles, each of the ambassadors have different job scopes.
A consumer journey map for 2 situations – For drivers & passengers that drives, & for other consumers that does not drive. All are allowed to sample the Heineken 0.0, and fill out a short feedback survey after that. Drinks are available for purchase exclusively at Shell.