Heineken is about more than just creating high-quality beer — the brand also wants to ensure their drinks are being enjoyed responsibly. To launch their latest safe drinking campaign, Heineken partnered with Waze and zeroed in on South Africa, a place where 87% of drivers claim to have driven after consuming alcohol. In an effort to change these behaviors, Heineken used Waze to intercept key moments with a “When You Drive, Never Drink” message. This message came up either when searching for a drinking venue, when driving nearby a drinking venue or when leaving a drinking venue. By reaching drivers at these crucial moments, Waze and Heineken were able to spread this essential public safety message to more drivers.
An iconic brand, an important message
Heineken has positioned itself as a leader in the effort to reduce alcohol-related driving accidents. The popular beer brand wanted to spread the message about the dangers of drinking and driving at key moments and offer alternatives to getting behind the wheel if needed.
Heineken joined forces with Waze to spread this message about the dangers of drinking and driving. Waze first identified 100 key Heineken outlets and plotted these locations on Waze. When a driver would search for one of these outlets, they would receive a banner about the possible dangers of drinking and driving before even navigating to the outlet. And when they drove by one of these outlets, they would receive a Takeover ad and would be offered an Uber voucher as an alternative to driving. Additionally, Waze Arrows were targeted to drivers leaving drinking venues.
More Waze Ads, more safe drivers
Thanks to their partnership with Waze, Heineken was able to deliver this crucial message loud and clear. During this 33-day burst, Waze’s campaign generated 3.1 million impressions, 9.8K educated navigations and led to 100% of the available Uber vouchers being downloaded. With awareness being spread on the Waze map, more South Africans are enjoying a night of drinking safely and responsibly.