Kuala Lumpur, 20 September 2016 – Heineken®, the world’s No. 1 international premium beer, is officially the Global Beer Partner of Formula 1® (F1®). The significant partnership began in September at the FORMULA 1 GRAN PREMIO HEINEKEN D’ITALIA 2016, in Monza. The premium beer brand will also have activation and branding rights across the majority of F1® Events in the 2016 FIA Formula One World ChampionshipTM.
With this global partnership, Heineken® has officially launched two new campaigns; “When You Drive, Never Drink” and “More than a Race”.
HEINEKEN believes that the Formula 1® platform provides the brand with opportunities, globally and locally, to drive positive change. As such, HEINEKEN’s Formula 1® partnership clearly advocates the message: “When You Drive, Never Drink”. This campaign is the latest chapter in HEINEKEN’s long term commitment to encourage responsible drinking. A new TV commercial, featuring road safety pioneer and F1® legend, Sir Jackie Stewart, creatively communicates a powerful anti-drink driving message where consumers are left in no doubt – when you drive, never drink. It reinforces the company’s view that when one is behind the wheel, abstinence is the only option.
“More than a Race”, features former F1® driver and current TV commentator, David Coulthard. It centres on the insight that F1® is not just a two hour race. An F1® race weekend is a 72 hour spectacle of glamour and excitement, taking place in some of the world’s greatest cities. Both commercials will be rolled out across multiple markets on TV and digital platforms this year and throughout 2017.
“These two new campaigns will enable Heineken® to deliver memorable experience to fans and more importantly, boldly promote the importance of putting safety first through its responsible consumption platform. Locally, we will roll out several initiatives including providing rebates for designated ride-hailing service at our event venues and reminders to reinforce our safety message through a community-based road traffic navigation app which has access to more than 4 million Malaysians. These geographically targeted initiatives will reach out to consumers in Kuala Lumpur’s entertainment hubs as well as at the Sepang International Circuit during the Malaysia Grand Prix event. We are confident that our education and outreach efforts will help raise greater awareness on responsible consumption amongst consumers.” said Maud Meijboom, Marketing Director, Heineken Malaysia Berhad.
Leading up to the 2016 FORMULA 1 PETRONAS MALAYSIA GRAND PRIX, Heineken® has recently transformed TREC, Kuala Lumpur on 17 and 18 September 2016 into an enjoyable circuit weekend where F1® fans were given the opportunity to watch the LIVE broadcast of the 2016 FORMULA 1 SINGAPORE AIRLINES SINGAPORE GRAND PRIXon a big screen.
During this weekend, Heineken® encouraged Malaysians to travel home safely and responsibly by providing promo codes to ride safely to and from TREC. Heineken® will also be providing digital timely reminders to consumers near Kuala Lumpur’s entertainment hubs such as Changkat Bukit Bintang and TREC, Kuala Lumpur, as well as the Sepang race track during the race weekend. The reminders will serve to emphasize the ‘When You Drive, Never Drink’ message to more than 4 million of Malaysian drivers.
For more information on Heineken® collaboration with F1, please follow:-
Official Website : www.heineken.com/my
Official Instagram : www.instagram.com/heinekenmy
Official Facebook Page : www.facebook.com/Heineken
Official Hashtags : #HeinekenMY #MoreThanARace #HeinekenF1