educated navigations were achieved during the period
of Uber vouchers downloaded
Globally Heineken has made it a priority to lead the conversation about drink driving and to make a real positive difference. In South Africa, 87% of drivers have driven after consuming alcohol. In a country where drinking just one beer before you drive is a norm, how do you disrupt this behaviour?
We leveraged the Waze platform, a mobile app that drivers rely on heavily, to intercept and disrupt key moments that had a high propensity to be associated with drunk driving.
100 key Heineken outlets were identified and plotted on Waze. Within our first identifiable moment, users searching for these outlets were made aware of the dangers of drinking and driving, before even navigating to the outlet.
Zero-based takeovers were activated as soon as users came within proximity of an outlet (second moment). The Takeover reinforced the WYDND message and offered the user an Uber voucher as an alternative to driving.
Additionally, Arrows were utilised to target users that were potentially leaving key outlets (late afternoons and evenings - third moment). When opening the app to navigate their way home (nearby a Heineken outlet), they could engaged with the arrow, and were served the WYDND message and offered an alternative to driving.
During the 33-day burst, the Waze campaign delivered over 3M impressions of the WYND message in highly receptive moments. 9.8K educated navigations were achieved during the period and 100% Uber vouchers downloaded.
"The campaign was an absolute hit and will definitely be scaled up this festive season"- Cuan Bergman, Head of Media, Heineken South Africa
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
John Brown Media SA: #justcookathomesa
Online Video Food Channel
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
FoxP2 SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, FoxP2 created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festive season
FoxP2 SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
FoxP2 SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
FoxP2 SA: Wimpy Grill Up Fill Up Promotion
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emergin...
FoxP2 SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
FoxP2 SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign
Vizeum SA: Indiefin Mullets
In the competitive, low interest category of life insurance, attracting leads is very expensive. Our disruptive campaign had to stand out and differentiate, promoting a new brand that held no br...
Carat SA: Guinness Rio Ferdinand Live Billboard
A collaborative effort between Carat SSA, Carat Kenya and Diaego, we were able to use our media expertise and access to world class technology to pull off a first in Africa OOH experience – surp...
Vizeum Nigeria: Budweiser-Kings of Football
Integrated marketing campaign to connect with Footballs Fans in Nigeria
Isobar Nigeria: Banter Better with Coca-Cola
We introduced the campaign by posting creatives that teased the highs and lows of iconic up Premier League clubs to engage their fans.
Vizeum SA: Carling Black Label Cup
CBL introduced this unique football spectacle to give fans an unprecedented opportunity to directly influence one of the biggest football rivalries ahead of the upcoming football season
Carat SA: Engen Design 35 Spaza Branding
Engen brands spaza shops to give a platform to aspiring young artists
Isobar Kenya: ICEA LION’s Back Your Future
Building a microsite that connects the Kenyan youth to tailored financial content to back their future.
John Brown Media South Africa: MINI Creative Club
The objective of this campaign was to reach 2,018 sales target for MINI Clubman by generating at least 3 438 leads and introducing a new customer base to MINI Clubman in an innovative way