Why have zero craic, when you can have 0.0 craic?
Heineken 0.0 is the biggest innovation the Irish beer market has seen in recent times that facilitated a cultural shift in Irish drinking habits, but there was still a sense of confusion around ‘when’ exactly was the right time to drink “no alcohol”. Heineken 0.0 needed to own an occasion and with 1 in 4 people set to complete Dry January in 2021, it seemed like a natural fit.
The campaign launched on the 1st of January with a surprise and delight stunt. Consumers could win one of 5 prizes worth €500 by interacting with a 3D billboard on Macken St in Dublin. The Out-of-Home billboard was designed as an advent calendar and allowed passers-by to open doors to win prizes. Heineken 0.0 brand ambassador Lucy Kennedy launched the stunt on the day and was actively engaging with passers-by and handing out prizes. The stunt marked the start of 31 days of competitions and prizes.
A wider multi-format Out-of-Home campaign ran alongside the bespoke innovation, and incorporated cover building formats such as Bus Shelters and Tsides reaching Dublin City and the wider Dublin areas. The campaign also featured digital Out-of-Home formats such as the Digital Bridges at Amien St and Pearse St and digital Bus Shelters on the main thoroughfares throughout Dublin.
To further amplify the message and ensure Heineken 0.0 was positioned as the go-to 0% alternative for Dry January 2022 a 3D can was created and placed on a 48 sheet in a high-footfall location in Dublin.