THE CHALLENGE
The peer pressure to drink is one of the biggest challenges faced by drivers on a night out.
THE INSIGHT:
Pre-committing to a goal is one of the most frequently applied behavioural devices to achieve positive change.
THE IDEA:
Take the pledge: An initiative to turn peer pressure into peer support by asking drivers to make a public pledge to friends and family.
WHEN YOU DRIVE, NEVER DRINK - HERO TVC
With a simple swipe up from Instagram, fans could follow Nico’s pledge by making their own. Your pledge is visualised as a personalised video which is generated on the fly and ready to share within seconds.
Take the pledge
To drive participation we leveraged all of Heinekens F1 legends; Nico Rosberg, David Coulthard and Jackie Stewart to target drivers at relevant times with contextual social posts.
Results:
ENGAGEMENT
1Million+ views across all social content
50,000 Pledges
GLOBAL REACH
Currently rolling out across the Globe.
POKE:
Executive Creative Director: Colin Byrne
Creative Director: Chris Townsend
Creative: Jack Haynes and Jake Finn
Production: Sonny
Director: Vesa Manninen
VFX: MPC
PUBLICIS MILAN:
Executive Creative Director: Luca Cinquepalmi, Marco Venturelli
Director: Joachim Back
Production: Stink
Post Production: MPC