Heineken 0.0 x Shell Activation

Objectives

In general, to promote the launch of Heineken 0.0, increase general public awareness and educate audiences about the new product.

Campaign Concept

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.