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HEINEKEN

CORPORATE SOCIAL RESPONSIBILITY

CONTRIBUTION

 

Management:

Azra and Kat

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Public Relation:

Latoya, Melissa, and Sonya

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Creative:

Hank, Ge, and Liana

COMPANY

BACKGROUND

From a single brewery in Amsterdam almost 150 years ago, Heineken has grown into a global business with the world’s most valuable international premium beer brand.

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BUSINESS

CHALLENGE

A CSR INITIATIVE: DRINK OR DRIVE

Heineken USA (HUSA) seeks to promote responsible alcohol consumption through encouraging consumers to make a definitive choice- drink or drive. Advocating responsible citizenship through better decision-making is a key element of Heineken USA’s Brewing A Better World initiative because responsible citizenship results in a sustainable and innovative society.

 

In order to gain widespread recognition for this initiative, HUSA is focused on building better cities because cities are hubs of innovation and progressive movements. 

HEINEKEN'S CORE CSR VALUES:

 

RESPONSIBLE CONSUMPTION

BUILDING BETTER CITIES

INNOVATION AND SUSTAINABILITY

BUSINESS 

GOALS

Eliminate drinking and driving.

Increase impact in major urban and innovative cities.

Solidify relation with stakeholders.

RESEARCH 

OVERVIEW OF DRINKING AND DRIVING

50%

Drunk driving has fallen since 1980

10,265

In 2015,10,265 people died in drunk driving crashes.

290,00

Were injured in drunk driving crashes

80t

An average drunk driver has driven drunk over 80 times before the first arrest

Source: MADD

BUT, DUI IS LESS OF AN ISSUE IN URBAN ENVIRONMENTS

"THE CITY IS THE MESSAGE"

RESEARCH 

INFLUENTIAL CITIES

By 2050, two-thirds of the world’s population will live in urban areas. As urban centers swell in size, their influence will only continue to grow.

 

Source: World Bank

62% of Millennials prefer to live in urban environments.

 

Source: Nielsen

 

“Drunk driving is in the past because moving to a city where I have transportation made me stop driving under the influence. There are no excuses anymore.”

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Source: online survey

TARGET

SEGMENT

CITY DWELLERS

(GENERATION DRIVEN)

We conducted consumer research to explore who is living in urban environments. The city planner Markus Moos explained that cities are experiencing 'youthification'. More Millennials are moving to cities for better job opportunities, social activities, and better transportation. Large corporations are moving their location to be exactly where Millennials are; in the cities. 

 

These young professionals take pride in navigating their unique environments. They are resourceful to their cities, always one step ahead, driven, and determined to succeed. They are influencers, whether they know it or not. We choose to call them Generation Driven. 

 

Demographics​​

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  • 21-35

  • Recent college graduates

  • Live in urban and trendy environments

Psychographics​​

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  • Eager to assess their society with their resources and problem-solving solutions.

  • Unknowingly inspire their peers through lifestyle choices making them trendsetters and influencers.

  • Their drinking style is transitioning from binge drinking in college to drinking with professionals.

  • They expect their cities to live up to their expectations.

Buying Patterns

 

  • Prefer buying products from local small to medium businesses.  

  • Brand loyal generation.

  • Prefer to drink alcohol in social settings.

  • Use alcohol as a stress reliever

  • Binge drinkers.

  • Prefer craft beer over other alcoholic beverages.

STRATEGIC

INSIGHT

Millennials who live in urban environments are very demanding of themselves and the city in which they live.

 

Therefore, they have the power to influence their environment to never drink and drive.

STRATEGIC

APPROACH

We wanted to provide an authentic sense of purpose that keeps Millennials committed and passionate to stay resourceful within their unique cities. As city dwellers, they have proven that they are able to navigate difficult decisions and mature behavior. Being able to navigate their city provides a sense of pride that is an ingratiation stroke to their ego. We wanted to let city dwellers know that their cities celebrate them and their accomplishments.

 

Therefore, a driven city dweller will know better than to drink and drive.

STRATEGIC

MESSAGE

In our city, we’re too driven, creative and innovative to waste time thinking about such an obvious choice.

Of course, when we drink, we never drive.

As a New Yorker, I’m too wise and creative to drink and drive.

As a Houstonite, I’m too intelligent and tech-savvy to drink and drive

As an Atlantan, I’m too hospitable and family-oriented to drink and drive.

CAMPAIGN: 

This campaign introduces the modern city as a post-DUI world in which drunk driving is not an option for city dwellers. City dwellers, or ‘Generation Driven’ are now so dedicated to their passions and innovation that they would never do something as outdated as drink and drive.

 

We decided to personalize the campaign with a main focus on three markets; NYC, Atlanta, and Houston as these cities are known for growth, culture, innovation, commerce, and urbanization. These cities also have a decreasing DUI-rate which makes them impactful and great influential cities.

We have created a hashtag for this integrated campaign, specified for the three different cities.

#GenerationDrivenNYC  

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#GenerationDrivenHOU  

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#GenerationDrivenATL

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WELCOME TO A POST-DUI WORLD

SAMPLE OF

CREATIVE WORK

OUT OF HOME BILLBOARDS

OOH WELCOME SIGNS

OUT OF HOME ADVERTISING

Welcome billboards: this is where we set our boundaries, this where you enter our post-DUI world.

We want HUSA to use portraits of New Yorkers for New Yorkers, to celebrate them. These New Yorkers are resourceful to their cities making them influencers. The influencer we chose to use for this campaign is Troy, a New Yorker and a music engineer who is part of the generation driven. We are strategically promoting this campaign on transportation where Generation Driven spends a large amount of their time. 

DIGITAL VIDEO

We are bringing Troy to life in a digital video. Our video will be advertised on YouTube, in the elevators of skyscrapers, in bars, where people can see it and feel good about being a part of this post-DUI world.

STAKEHOLDER INVOLVEMENT 

One of HUSA's business goal was to include its stakeholders. Therefore, we created promotional coasters for bartenders, personalized packaging for retailers and distributors, and put posters on HUSA's trucks.

PR EVENT 'THE HEINEKEN RACE'

5 START-UP TEAMS

Challenge will consist of 5 start-up teams competing in a race to complete a series of innovative task, placed strategically at checkpoints around Manhattan.

MEASUREMENT

OF SUCCESS

DIGITAL MEDIA

 

  • YouTube video views

  • Likes, comments, tweets and re-tweets, and shares

  • CTR

  • Average time spent

  • Conversion

  • Unique visitors

  • Track key words

  • Impressions and reach

OUT OF HOME

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  • Increased traffic to the website​

  • Social media referrals

PR​

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  • Number of registrations for the Heineken Race

  • Social media referrals (likes, shares, hashtag usage, tweets and re-tweets)

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